On August 2, Smirnoff's ad agency, Bartle Bogle Hegarty, posted a too-clever-by-five-proof parody of a rap video on You Tube, the Internet video-sharing service. As of this writing, it has been seen by upwards of a half-million viewers. Technorati.com shows that 1,180 bloggers have written about the spot, a send-up of preppie New Englanders who like to "partay" with the alcopop. It comes in lemon, peach and strawberry "flavas" — not the stuff that mumsies and fatha generally order at the country club. A voiceover at the end of spot directs viewers to teapartay.com and reminds them, of course, to "drink responsibly."

A Boston radio station is offering a $2,500 prize and a weekend getaway to Nantucket to the creators of a the best spoof of the spoof — clearly an extension of the Smirnoff's viral campaign.

Never heard of YouTube? Ask your teenager. Never heard of Raw Tea? Ask your teenager.