Good PR for Smirnoff, right? Well apparently Smirnoff didn't think so, so they threatened the site with a copyright and trademark lawsuit, so it was taken down. The case by Smirnoff is taken apart in Bros Icing Bros - A Case for Copyright Bullying by Overreacting Smirnoff Lawyers by legal non-profit called NewMediaRights, which heroically provides "free legal assistance to bloggers, journalists, and filmmakers getting bullied by companies into taking down their websites."
This reminds a bit of Ford Slaps Brand Enthusiasts, Returns Love With Legal Punch, AdRants, in which Ford Motor Company claimed it holds the rights to any image of a Ford vehicle, even if it's a picture you took of your own car.
For other IP horror stories, see The Patent, Copyright, Trademark, and Trade Secret Horror Files.