While some people may be sick of hearing about Bros Icing Bros, the trend of chugging Smirnoff Ice continues to gain national attention.

Just this morning, the host of national morning news show The Daily Buzz found out the hard way that an Ice Block can cost you big.

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The Daily Buzz contacted KnightNews.com to appear on the show, after reading this story published in the New York Times, which cited KnightNews.com’s coverage of the drinking game’s popularity at the University of Central Florida in Orlando.

After we explained how the game worked, host Andy Campbell tried Icing one of his producers. But, his producer was prepared: he pulled out a Smirnoff Ice from his back pocket, and used the Ice Block to force Andy to chug two Ices right there on the studio floor.