Smirnoff finally ices its Bro problem

A moment of silence was surely had at fraternities nationwide this week: the website BrosIcingBros has been shut down. The internet meme known as “icing” may be responsible for a recent spike in Smirnoff Ice purchases across America, but the brand could only turn a bling eye for so long.

Smirnoff let the icing phenomenon have a good run online. But eventually all good memes come to an end.