Smirnoff Ices Viral Game Website

The main website promoting the viral “icing” drinking game has been taken down — most likely shut down by Diageo, the parent company of Smirnoff, Ad Age reported June 16. 

The company, whose Smirnoff Ice is the centerpiece of the game, said it had taken “measures” against promotion of the game, which centers on consumption of warm bottles of Smirnoff Ice.

The move appears aimed at putting to rest speculation that Smirnoff started or supported the fad as a marketing stunt. “’Icing’ does not comply with our marketing code, and was not created or promoted by Diageo, Smirnoff Ice, or anyone associated with Diageo,” the company said in a statement.

BrosIcingBros.com, which hosted pictures of “bros” “icing” each other (forcing one another to drink Smirnoff Ice by surprising them with one of the beverages), had deleted its content, leaving the message, “We had a good run Bros.”