CNet had an interesting article on how the US version of Smirnoff Ice had become part of university fraternity house culture in the US. In a move that would have made the Portman Group cringe, fraternity members have a drinking game. According to The Awl the rules are straightforward:
…hand a Smirnoff Ice (the warmer/more disgusting the flavor, the better) to a friend (your “bro”), and he must get down on one knee and chug the malt beverage, regardless of location and situational appropriateness. HOWEVER. If said friend happens to have a Smirnoff Ice on his person, then the bro who initiated the battle has to chug BOTH Ices.
This is known as an Ice Block.
Smirnoff must be hoping that such a cultural phenomena doesn’t take off in the UK, where the drinks are vodka rather than malt-based and the reputational impact would be huge.