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Bros No Longer Icing Bros


Was it brilliant marketing or consumer-generated? A Minyanville special investigation.

Few living human beings are unfamiliar with the drinking game "Bros Icing Bros."

If a bro presents another bro with a Smirnoff Ice (DEO), said bro must drop to one knee and drink the entire bottle in one go, to the delight of others in attendance.

A bro may block the icing by presenting his own (preemptively hidden) bottle of Smirnoff Ice to the bro attempting to perform the initial icing. A successful ice block requires the initial bro to chug both bottles, again, to the delight of others in attendance.

Many bros on Wall Street fell victim to workplace icings -- accounts of bros at Goldman Sachs (GS), Raymond James (RJF), and hedge fund D.E. Shaw quickly spread. Unverified rumors of icings at Citigroup (C) and JPMorgan Chase (JPM) were also reported.

As it spread beyond the financial services sector, icings began occurring with alarming frequency. Even Buzz Aldrin was the victim of an attempted icing by Foursquare Co-Founder Naveen Selvadurai at a Webby Awards afterparty on Monday:

(Aldrin, a recovering alcoholic, was permitted to retain his membership in the legion of bros for medical reasons.)

Then, yesterday, was suddenly taken down and replaced with this:

Was it a brilliant marketing scheme by Diageo to juice sales of the sickly sweet, urinal cake-flavored malt beverage? Or was it "consumer generated" as Diageo insists? speculates that Diageo, "whether it was behind the prank or not," has squashed it.

"Sooner or later a teenager will crash a car or be injured after an icing incident and the local news anchor will lead the evening with a report about 'the latest teen alcohol game,' a mention of Bros Icing Bros, and then of the Smirnoff brand." they write.

Others point to the sponsorship of ESPN's (DIS) afternoon show Pardon the Interruption by Smirnoff Ice soon after the icing phenomenon emerged this spring, as proof positive that Diageo intended to capitalize on the cultural meme to an audience of sports fans.

But, in fact, Smirnoff Ice has been sponsoring PTI since 2003. And was not registered until April 8, 2010:

WHOIS information for
Creation Date: 08-apr-2010

And this, bros, is where the plot thickens.

Attempts to uncover the name of the person who registered were thwarted, as the guilty party set up the site using the service Domains By Proxy.
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