Miller Leans on Web for Icehouse

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NEW YORK Miller Brewing has kicked off a repositioning of Icehouse beer, crafting Web executions to reach young male drinkers.

Miller and Dennis Digital have hooked up to create “Brewtron,” a fun-loving robot that stars in videos online. Miller will post the videos on Icehouse.com, a Maxim.com microsite (www.maxim.com/icehouse), and throughout the Web via video-sharing services like YouTube.

Ice beers, which are brewed at lower temperatures, were introduced in the early 1990s. The process yields higher alcohol content: Icehouse has 5-5.5



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