Move over, beer pong! There's a new viral drinking game that's sweeping college campuses, offices and the Web: Bros Icing Bros.
Here's how it works: Players handed a bottle of Smirnoff Ice have to drink it on the spot. Whenever, wherever.
The only way to block the icing: present the attacker with another Smirnoff.
So participants surprise each other at the most unsuspecting places: at work, in the shower, before an exam, during a game, etc.
Bottles are hidden in bags, boxes, books, and even under toilet seats.
Countless YouTube videos show icings on the streets, vacation, and at work.
The rapid spread of the drinking game have some wondering whether Smirnoff started the hype. However, the company denies involvement.
They say: "We never want under-age icing, and we always want responsible drinking."
No matter its origins, no-one seems to be safe. Rapper Coolio and Rock Band the National have been iced, and there's even an online campaign to ice Ashton Kutcher.
Here are some icing videos: