Jan 14, 2019 | By Sarah Housley
Experience Lifestyle & Interiors on WGSN.
Jun 24, 2010
Over the past few weeks, multiple, and very credible, media outlets have covered the unleashing of “Getting Iced”, a popular drinking trend, using Smirnoff Iced beverages, that has taken the United States by storm. What it entails is simply a surprise scenario of one person “icing” another by presenting a bottled Smirnoff Ice – that person must fall to one knee and drink the bottle’s contents to completion.
“Icings” overwhelming viral response is being captured on a variety of D.I.Y blogs, Twitter accounts, YouTube videos, Tumblr and Facebook pages. One of the most popular, You Got Iced, details various bands and executives in the music industry – going so far as to document the interruptions of live concert performances, including those from Deer Tick and 3OH!3, all in the honor of icing.
One of the most interesting aspects of the trend is that no one is really sure if it is a frat-boy prank gone viral or a planned marketing campaign. Diageo, the parent company of Smirnoff based in the UK, released a statement saying it had no involvement.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.