Smirnoff Squashes Icing Site

Bros Icing Bros has gotten an icy reception from Smirnoff. Though many assumed the company had jumped on the viral bandwagon and was secretly behind the sweeping-frathouses-by-storm drinking game—in which one bro creatively surprises another bro with a bottle of Smirnoff Ice, forcing him to take a knee and chug—Advertising Age reports that Smirnoff dumped a bunch of legalese on BrosIcingBros.com, essentially forcing it to shut down.

"[Smirnoff Ice parent] Diageo has taken measures to stop this misuse of its Smirnoff Ice brand and marks, and to make it clear that 'icing' does not comply with our marketing code, and was not created or promoted by Diageo, Smirnoff Ice, or anyone associated with Diageo," the company said in a statement, though a rep wouldn't elaborate on those "measures." Since late Wednesday, the site has been a blank page, save for a single line: "We had a good run Bros..." (More Bros Icing Bros stories.)