Someone Should “Ice” Smirnoff

A recent Ad Age article discusses how Smirnoff is saying the company took measures to stop the "icing" site BrosIcingBros.com. Smirnoff's parent company, Diageo, claims that "Icing does not comply with our marketing code."

Personally, I've never seen such a phenomenon take off on social networks like "icing" has the past couple of weeks. I had not heard of "icing" until Memorial Day weekend when I was stuck in Baltimore and took a break from moving to see what my friends were up to in Dewey Beach. Low and behold, I kept seeing people on one knee drinking out of a bottle. Mobile uploads don't all have the best clarity, so it took a few pictures and captions to realize it was a Smirnoff Ice bottle. My friend even "iced" his roommate by leaving a bottle in the dishwasher full of clean dishes, waiting for her to unload it. My first reaction was surprise that this game existed, let alone was catching on in the perfect age demographic for this brand. A brand that most of us haven't had since…well…we weren't supposed to be having alcohol. My second thought was, Don't these people's teeth feel like they are going to shatter after chugging that sweet, tart-like drink? What are your thoughts about this?

Should Smirnoff take down the site and separate itself from this phenomenon? Also, will dentists see more action with more adults slugging sugary sweet drinks?