|Alcohol(s) used||Smirnoff ice|
Icing is a drinking game in which certain individuals or groups of individuals are required to drink a bottle of Smirnoff Ice or any type of Smirnoff Malt Beverage. The game has been featured on CNN Money/Fortune and TNA Impact!, Tosh.0, and ridiculed by Cracked. Participants are encouraged to come up with elaborate ways to present the Smirnoff Ice to their targets by hiding bottles in inconspicuous locations, or in situations where drinking it would be dangerous or embarrassing (e.g. before they attend a meeting, etc.). Failure to drink, no matter the circumstance, results in the victim owing one Smirnoff Ice to each of the other players. The game objective is to make someone consume an entire Smirnoff ice.
The game objective is to make someone consume an entire Smirnoff ice.
A player hides a bottle for another person to come across. Other players who see him/her put it down are exempt from drinking the ice. If the victim sees or feels the bottle they must consume it unless they can produce an Ice Block. An Ice Block occurs if the player being Iced can produce an ice that he or she has within arms reach. The person being iced has 5 seconds to produce this 'ice-block'. Only one ice block is allowed per icing. You can't steal ices from another man's foot.
Icing, which was described by The New York Times in June 2010 as "the nation's biggest viral drinking game", grew in popularity shortly after the appearance of the website BrosIcingBros.com in May 2010. The game has featured some notable victims, including wrestler Ric Flair, rapper Coolio, actor Dustin Diamond, Ben Bruce and Danny Worsnop of the band Asking Alexandria, and professional gamer Fatal1ty. The goal of an online marketing campaign has been to make Ashton Kutcher an Icing victim.
There has been some doubt over whether this is an organic phenomenon or a marketing stunt by Smirnoff, which the company has denied. Advertising executive Dick Martin said "Beyond the implicit slur on the beverage's taste, I doubt any alcoholic beverage company would want to be associated with a drinking game that stretches the boundaries of good taste and common sense like this one does". The viral spread of the game has seen a boost in sales for the company. Smirnoff insists that the game is "consumer-generated" and has reminded the public to drink responsibly, and Diageo, the product's maker, stated "that 'icing' does not comply with our marketing code, and was not created or promoted by Diageo, Smirnoff Ice, or anyone associated with Diageo.
In the instance Smirnoff Ice is not easily concealed, participants can use Smirnoff Vodka mini-bottles to deceive their opponents.
In early 2013 icing made a resurgence of sorts stemming from a series of icing's by mail generated from destinations unknown. Victims were noted as receiving unmarked packages with a neatly bubble wrapped ice inside and a xerox displaying a photgraph of Rob Van Winkle, commonly known as Vanilla Ice.
Victims of the 2013 resurgence have been scattered throughout the continental United States and are connected solely by their scheduled attendance of an adult kickball tournament scheduled to take place April 27 in Austin Texas. The victims have been instructed to post proof of receipt in The Lone Star Kickball Open event page on Facebook. A number of copycat icers have recently emerged in Los Angeles, CA,
See also 
- CNN Money: Bros Icing Bros
- Cracked: Icing? More Like Bullshit
- Goodman, J. David. "Popular New Drinking Game Raises Question, Who’s ‘Icing’ Whom?" The New York Times, June 8, 2010. Accessed June 14, 2010.
- Harvey, Matt. "Iced, iced baby", The New York Post, June 11, 2010. Accessed June 14, 2010.
- Quittner, Ella. "Bro Culture: Icing on the Social-Marketing Cake?", Time (magazine), June 17, 2010. Accessed January 17, 2012.