Getting “iced” may have a whole new meaning thanks to a new popular underground game.  Though “icing” is associated with elimination, in this case it is another ice — Smirnoff Ice.

The popular Smirnoff brand is in the unenviable position of being beverage of choice used in participation of the game called “Icing Bros”.  The game is played by a person presenting a “bro” with a Smirnoff Ice.  Upon presentation, the receiving bro must drink the whole bottle of Smirnoff Ice in one drink.  The twist to the presentation is that if the receiving bro is toting his own bottle of Smirnoff Ice then the presenter must drink both of the drinks.

Watch a viral spot below:

Though the game sounds like a childish fraternity prank, it is growing in popularity.  The founders of the drinking sport have established a website, www.BrosIcingBros.com.  In a recent interview, the operators of this site said, There is no form of Icing that is off limits; the more creative and less convenient for your bros the better. We’ve had bros getting Iced before going to work, at work, studying for an exam, right before an exam, at graduation, while driving cars, before a soccer game, etc.»

There has been no public response by Smirnoff at this point though it would be difficult to appreciate such a prank building the brand for the product.  As the drinking game grows in popularity and infamy, Smirnoff will be forced to at least publicly comment on the activity separating itself from the joke.