When Does The Icing End?

Icing Actually Sucks

So remember in my last post when I stated that 'Bros Icing Bros' was an awesome game, I was wrong.  It's all fun to ice your friends when they least expect it, but once you are iced for the first time, unprepared for the torture, the game starts to suck (and I'm not just saying this in a way that supports the game as being a cool way to humiliate people, it really does suck).

Example: My boyfriend asked me to turn on the christmas lights for our roof and when the lights didn't turn on, I went to check if it was plugged in--and Waahlahh! BAM! Right next to the outlet was a Smirnoff Ice just waiting for me.  I was iced by my own boyfriend.  Not fun.  Chugging Smirnoff Ice is the most unpleasant drinking experience ever.  The cold carbonation burns down your throat prolonging the chugging process while the sugary content lines your stomach causing a bad tummy ache and possible vomit action.  Now I see why Diageo pulled down the site, for the greater good of humanity and because Bros are never to be trusted.

The worst part about the game is that in New York, 6-packs of Smirnoffs (or any other beer for that matter) do not come cheap.  I had to run to the corner store to pick up a 6-pack in fear that I would be counter-iced.  AAAHHHH, icing just destroyed my Saturday... but I must say, the best ice of the night was on my roommate Ben, who when asked to start the grill, found a nice surprise:

The game officially started and ended for me on Saturday.  In the words of the 'Bros Icing Bros' epitaph: 'We had a good run bros...'

Time To Open Up About Icing

I wanted to wait a while before addressing the 'bros icing bros' phenomenon because to be honest, I wasn't sure how I felt about it.  My inner bro who loves any excuse for drinking and public humiliation thought 'Wow, who can I ice this minute!' was dominated by my advertising pysche who can sense blatant marketing schemes and thought 'Smirnoff is totally behind this!'... but after watching how things unfolded, I have made up my mind:

'Bros Icing Bros' IS AN AWESOME GAME and major bro props to the founders of 'Bros Icing Bros' for creating an accidental marketing phenomenon, something that has been long overdue in this industry.  I am happy that some bored college student made moves to stir things up, but a sad week for all, as Diageo, the parent company of Smirnoff, has forced the 'Bros Icing Bros' site to shutdown.

Reasons why this was NOT a smart move:

1. Search volume for Smirnoff has increased as a result of 'Bros Icing Bros'.  Increased curiosity and interest in your brand is invaluable.  Silly Smirnoff for shunning the phenomenon.

2. Photo taking concept lives beyond a website and is taken viral with Twitter and Facebook.  Power in numbers, especially numbers of Bros.  Once your homepage or wall is showered with photos of ices, you know its about time to avoid your friends or have an Ice ready on you (JESS SCOTT I'M ON TO YOU).

Photo Courtesy of Jessica Scott, probably the most avid Icer I know

Photo Courtesy of Larissa Hayden, probably the second most avid Icer I know

3. My boyfriend, the biggest hater of all things hatable, has adopted Icing as a way of life.  Schemes and elaborate plans involving icing underwater, at a wedding rehearsal dinner, etc. has got me believing that 'icing' is surely a phenomenon of epic proportions.  

In the end, the creators of 'Bro Icing Bros' has changed the perception that Smirnoff Ice is no longer the gateway drink for underage girls or choice drink for French dudes but the ultimate humiliation for the machoest men out there.  Smirnoff should be thanking the 'bros' for the recent skyrocket in sales and for reviving the brand in the best way possible.