• New York Times, Wednesday, June 9, 2010 10:42 AM

J. David Goodman reports that a new viral binge drinking game featuring Smirnoff Ice poses a dilemma for the marketer. On the one hand, sales and brand recognition are improving among young men. On the other, the game -- called "icing" -- really disses the taste of the sweet malt beverage that is more popular with young women and has spawned suspicion that the brand, or parent company Diageo, itself might be behind the phenomena. That would raise questions about "good taste and common sense," as one marketing expert put it.

Diageo denies that it has anything to do with the game, which involves guys approaching other guys (for the most part) with a bottle of Smirnoff Ice and challenging them to chug it while on one knee. A company statement reads: "Icing is consumer-generated, and some people think it is fun. We never want underage 'icing' and we always want responsible drinking."

Photos of the accomplished deeds are posted to various blogs, Twitter and Facebook accounts, and "official" sites such as BrosIcingBros, which contains rules such as: "You cannot refuse an Ice. If you refuse to drink the Ice, you are instantly excommunicated and shunned, and thus can never Ice another bro or be iced."

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