I had read about it on some blog (don't remember which) a few weeks ago, and I thought to myself, "Huh. Smirnoff is getting into the viral marketing thing by making potential customers think their product is so awful its an insult to get iced. Pretty smart."
And then it exploded.
There's this describing the history of the phenomenon.
And this, described as the epitome of douche. The most apt description I've read.
Bros: Stop the madness.
Bros don't ice other bros
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