ICE CAPADES
The newest hipster pastime makes us wonder, WTF?!
It started innocently enough.
NYLON TV producer Jay Buim came into the office two weeks ago, and asked, "Has anyone here been Iced?"
We didn't know what it meant, but soon we were swept away into a new and curious summer game, courtesy of Smirnoff Ice. It seems some genius in their marketing department came up with a gross but addictive game with only two rules.
1. If you present a "bro" with a Smirnoff Ice anytime, anywhere, they have to drink it. The more complicated and creative the presentation, the better.
2. If you have a Smirnoff Ice on your person at the time that someone "Ices" you, the person who attempted to "Ice" you needs to drink both. This is called an "Ice Block."
Sounds dumb? Yeah. But judging from this weekend's Twitters, Facebook updates, and office antics (Jay has already been "Iced" three times) it seems to be an underground obsession.
The one controversy? Smirnoff's website is called "Bros Icing Bros" and has no imagery of girls getting in on the action. Of course, from the stories we've been hearing, this chugging contest has no gender limits...
--FARAN KRENTCIL
NYLON TV producer Jay Buim came into the office two weeks ago, and asked, "Has anyone here been Iced?"
We didn't know what it meant, but soon we were swept away into a new and curious summer game, courtesy of Smirnoff Ice. It seems some genius in their marketing department came up with a gross but addictive game with only two rules.
1. If you present a "bro" with a Smirnoff Ice anytime, anywhere, they have to drink it. The more complicated and creative the presentation, the better.
2. If you have a Smirnoff Ice on your person at the time that someone "Ices" you, the person who attempted to "Ice" you needs to drink both. This is called an "Ice Block."
Sounds dumb? Yeah. But judging from this weekend's Twitters, Facebook updates, and office antics (Jay has already been "Iced" three times) it seems to be an underground obsession.
The one controversy? Smirnoff's website is called "Bros Icing Bros" and has no imagery of girls getting in on the action. Of course, from the stories we've been hearing, this chugging contest has no gender limits...
--FARAN KRENTCIL
This story was published on June 1, 2010.
CONTENT RATING:
( 22 )
( 22 )
Meredith
06/01/2010
Love this. I'll just do it with my girls and we can be hos icicing hos.
proof
06/01/2010
BEYOND LAME
fake hipster sell-out ad campaign
chandraisgreat
06/01/2010
I can't get down with this, its lame and I'm allergic to malt beverages.
Alanna
06/01/2010
Is Smirnoff involved? If so, what a fantastic way to reach a new market. Intentional marketing or not, this is hilarious.
Camilia
06/01/2010
WTF.
Rachel
06/01/2010
sounds fun
Mary
06/01/2010
Downing cheap, liqour-like beverages (still) makes you hip? Then I guess I'm (still) not a hipster. Thank goodness.
MISHKA
06/02/2010
what.
Kasey
06/03/2010
The second you refer to anyone as bro and include yourself in this frat boy ridiculousness is the second you should run into traffic.
why the f is nylon advertising for Smirnoff's horrible attempt of a game to sell their crap?
Blablabla
06/04/2010
Pushing a really lame alcoholic beverage under the guise of a hipster game? Really? REALLY?This is so transparent it's nauseating and insulting to our intellect.
Good job Nylon, keep up the good work bros.
Kitty
06/06/2010
If it's called "bros icing bros" it definitely doesn't have anything to do with hipsters. Aren't the two mutually exclusive? Anyway, chugging a sickeningly sweet carbonated beverage sounds like the worst fate you could bestow on anyone. Sounds like this game blows.
bianca
06/07/2010
No.
NICE-PKG.com
06/08/2010
People, people. Regardless to whom this article is about or what "group" they belong to is not the point. This game is ridiculous and there for FUNNY. Take a second and laugh at this b/c that is what it is for!
Rose
06/08/2010
This is quite funny, and it made Sasquatch camping that much more entertaining...who knew?
monica
06/17/2010
This game doesn't look funny/fun, I don't think it would be for anyone regardless of what social group its exposed to.
Stacey
06/22/2010
this game is just weird. why would anyone have a smirnoff ice on your persons anyway?
MIRANDA
06/25/2010
dumb. sounds like a major morning headache to me!
Kasey
07/05/2010
Ok, I'm 13 and I have been reading NYLON for a year but why would you ever put this on your website? It's bad enough having ads for alcohol in your magazine! When i'm old enough I don't even want to drink and I bet most of the people who read your magazine are not old enough to drink. I think this is called marketing alcohol to minors! Do something about this NOW!
Adina
07/07/2010
This is just about the weirdest thing ever.
cassie
07/24/2010
i think the 13 year old reading this needs to go back to teen vogue and leave nylon to more "mature" audiences, no one is physically shoving the drink down your mouth, i sugest you go back to your cartoons. television stations advertise more alcohol then this.
ISABEL
07/25/2010
Most people who read nylon ARE old enough to drink. There DEFINITELY should be more alcohol ads in nylon, but more creative ones. I mean, nylon has cigarette ads. But this drinking smirnoff "game" is ridiculous. This is what hipsters have come to?
I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often
04/28/2011
I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often
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