|Alcohol 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 (any flavor). The game has been featured on CNN Money/Fortune  and TNA Impact!, Tosh.0, and ridiculed by Cracked.com. Participants are encouraged to come up with elaborate ways to present the Smirnoff Ice to their targets by hiding bottles or cans in inconspicuous locations, or in situations where drinking it would be dangerous or embarrassing (e.g. before they attend a meeting).
A player hides a bottle for another person to come across. When the iced person sees the bottle, they must drop to one knee and chug the entire Ice. Other players who see the icer hide the Ice are exempt from drinking the ice. If the first person to touch the ice (the 'iced') fails to drink the whole bottle, the iced person cannot ice someone else for at least 24 hours.
An Ice block occurs when the icee is already carrying a bottle of Ice, or is in reach of one without taking a step. If this happens, the icer (challenger) must drop and chug both Ices, the original presented Ice and the new blocking Ice.
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.
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.
- "CNN Money: Bros Icing Bros".
- "Cracked: Icing? More Like Bullshit".
- "Archived copy". Archived from the original on 2012-11-10. Retrieved 2012-12-15.CS1 maint: Archived copy as title (link)
- Goodman, J. David. "Popular New Drinking Game Raises Question, Who’s ‘Icing’ Whom?" The New York Times, June 8, 2010. Retrieved on June 14, 2010
- Harvey, Matt. "Iced, iced baby", The New York Post, June 11, 2010. Retrieved on June 14, 2010
- Quittner, Ella. (June 17, 2010). "Bro Culture: Icing on the Social-Marketing Cake?". Time. Retrieved January 17, 2012.