A new prank movement sweeping the nation has bros and non-bros alike—but mostly just bros—participating in a bizarre drinking game of cat-and-mouse. It’s called “Bros Icing Bros,” and the “Ice” in question is of the Smirnoff variety. Its got potential for a corporate-tinged binge-drinking disaster (and one fueled exclusively by the brand’s sauce, no less), but it could also be their best burst of exposure yet. If “Bros Icing Bros” isn’t a veiled marketing campaign by the vodka barons themselves, as some have speculated, what is Smirnoff to do? Rather than publicly condemning the practice of icing, should Smirnoff seize this incredible opportunity, subtly and carefully riding the wave of organic publicity? They may have no other choice.
It goes a little like this: surprise your bro with a well-placed Smirnoff Ice (the warmer the better), and they’ll be forced to take a knee and guzzle the entire thing on the spot or risk censure or possibly even excommunication. The rules are meticulous. However, if said bro happens to be packing his or her own bottle, the icer becomes the iced, and must inhale both. This, of course, has been dubbed the “ice block.”
Chest bumps are awarded for icing your bros at the most inconvenient times possible: before an exam, at work, or even while driving—nothing’s out of question. Icings have been reported at Goldman Sachs and on Wall Street’s trading floor (by one “T Bro PrICE,” no less). Call it a frat-boy’s Project Mayhem.
While not exactly brand-friendly—Smirnoff Ice is basically the butt of this joke—it’s wildly social and instills brand loyalty in a coveted demographic. (A recent example of this is the adoration of bottom-barrel bum wines.)
Underhanded marketing efforts are often suspected when memes like these arise, proving that consumers are all-too aware of the
oversaturated, often-devious nature of viral marketing. To Gawker, the movement screams surreptitious advertising conspiracy. Others see it as a marketing catastrophe that should be condemned out-right by the brand.
We’re less inclined to suspect Smirnoff would be behind a viral binge drinking trend—one that gets its jollies from, as BrosIcingBros.com explains, its “punishing taste.” The meme just feels too honest not to be home-brewed (but then again, that’s the insidious—or ingenious—nature of these campaigns). Such brand hijacking confirms what we’ve long held as true here at PA: brands are no longer in complete control. Interruption, along with its spin cycle, is dead. If clever consumers are up to it, they can steer a brand’s direction.
So what’s the proper response by Smirnoff? They have a responsibility to steer clear of egging-on irresponsible binge drinking, but the brand is likely to be villified no matter what. If they maintain their silence then suspicion will rise. If they denounce BIB they risk alienating Ice drinkers and open themselves up to further hoax accusations.
Let’s play devil’s advocate: Is the meme really bad news for Smirnoff? Yes, their brand is being portrayed negatively, but opinions of the product, on the whole, have already been formed, and the growing buzz is putting the drink foremost in the minds of frat boys and, perhaps, drinkers at large. Maybe Zima could have rewritten their own tortured history by simply embracing the quasi-ironic enjoyment of their product long ago.
While we wait for a response from Smirnoff and continue—with much glee—to watch the movement grow, leave us your perspective on the booze brand’s predicament.
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