So the rules are, if someone presents you with a Smirnoff Ice you must immediately take a knee and chug the entire thing. It’s that simple. Here’s a couple videos for you.

Also, here is a few links on the subject..

[CNN: Don't ice me, bro! When memes meet the marketplace]
[The Awl: Smirnoff Rep Speaks: We're Not Behind 'Bros Icing Bros']
and of course, let’s not forget…
[BrosIcingBros.com]