Bros Icing Bros
Frat game or witty marketing ploy?
I was "Iced" for the first time this weekend. I haven't had a Smirnoff Ice since high school when we drank 40's of them (yes unfortunately they exist). Clearly we had no idea what we were doing yet. This time I could barely keep it down. I forgot how disgusting this shit is. Between the pungent syrupy flavor and the bubbly acid on my throat, chugging it was awful.
The prank supposedly originated on college campuses down south and Smirnoff has denied taking credit for creating this drinking game phenomenon. It's just hard to just believe this at face value. This has a creative marketing signature written all over it.
To play, one must surprise a friend with a Smirnoff Ice by concealing it and tricking him/her who must then take a knee and chug the refreshing bottled beverage (usually given warm). The phenomenon has spread throughout the country through various social groups and a complete range of socioeconomic classes. I've seen a ridiculous amount of Facebook pics of someone getting "Iced" in the last month. People have been iced at their offices! What?
This is definitely going to help the brand and build sales in the short term. Smirnoff has basically received a free celebrity endorsement by showing up in a YouTube video of Coolio getting Iced and a website called iceashton.com tries to get a pic icing Ashton Kutcher. But will the game kill the brand after the fad dies?
Does Smirnoff Ice hold the same fate as Bartles and James?
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And...Frat Game!
ReplyDeleteSo maybe the brand doesn't want to be associated with binge drinking...but us new boomers call that having a good time!
Ad Age posted an article last month citing Diageo's recent actions to distance it's Smirnoff Ice brand from the viral game and sent in the fun police to take down the "Bros Icing Bros" website.
This game is sure to die and quick death and I'm pleased I won't have to chug another disgusting Smirnoff Ice.
Just be careful how far you distance yourself from our good times, Smirnoff.