Miller Brewing has launched a repositioning of Icehouse beer, using the web to reach younger male drinkers.

Miller and Dennis Digital have created "Brewtron," a fun-loving robot that stars in online videos that will be posted on Icehouse.com and a Maxim.com microsite (www.maxim.com/icehouse), and throughout the web via video-sharing services like YouTube, writes AdWeek. Ice beers are brewed at lower temperatures and have higher alcohol content than most beer.

Brewtron is meant to convey the notion that Icehouse is the perfect "pre-game" beer for men in their 20s, and Miller hopes that message will carry the beer beyond its regional appeal to a national audience. Miller's last marketing push for the brand, in 2003, used spot television to appeal to the 28-34 demographic in six Southeastern states.

Miller is now relying on print ads in Maxim and Athlon sports publications, as well as online ads and in-store promotions. Offline efforts are designed to drive viewers to the web.