John Ryan didn't see it coming. The Scottsdale, Ariz. based software engineer, 27, had just returned to his office from lunch. Seconds later, his project manager crept up to his desk, holding a ticking time bomb: A 24 oz. bottle of Smirnoff Ice. "You've been iced," he said. As his boss delightedly snapped pictures with his cell-phone, Ryan popped the cap, got on one knee, and chugged it. "It was rough," he says. So far, Smirnoff has steered clear of the game--a smart move, advertising experts say, since it could ruin its authenticity. But as the trend grows, it runs the risk of breeding ill will towards the brand, or, worse, associating it with binge or underage drinking.
