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Beverage packaging: Specially-marked Miller High Life packaging part of $1 million veteran donation effort

Beverage packaging: Specially-marked Miller High Life packaging part of $1 million veteran donation effort
Miller High Life bottle cap

Miller High Life bottle capMiller High Life, in partnership with Iraq and Afghanistan Veterans of America (IAVA), announced today a bottle cap and can tab collection program that will contribute up to $1 million in cash and experiences to help veterans enjoy some of life's little luxuries.

Miller High Life is rallying American beer drinkers to show their support and help "Give a Veteran a Piece of the High Life" by donating 10 cents for every specially marked Miller High Life and Miller High Life Light bottle cap or can tab returned to participating retail accounts or via mail between July 1 and September 30, 2010. Proceeds will go directly to providing veterans with a variety of "High Life" experiences ranging from tickets to professional sporting events and concerts to outdoor adventures throughout the summer.

"Miller High Life is all about standing up for common sense -- and nothing makes more sense than helping veterans live the High Life," said Miller High Life Brand Manager Joe Abegg. "We know Americans will be celebrating the summer with barbeques, picnics and tailgates. If you choose to enjoy a beer at these events, why not make it a High Life and help support our country's veterans?"

Iraq and Afghanistan veterans can sign up for unique "High Life" experiences such as fly fishing with a professional angler, visiting the bullpen before a baseball game, and VIP tours of popular sports venues. There will also be unique opportunities to throw out the first pitch at a baseball game, meet professional athletes and more.

"IAVA empowers veterans and their families by giving them a place to connect and support one another, fostering a strong and lasting community," said IAVA Founder and Executive Director Paul Rieckhoff. "Miller High Life's 'Give a Veteran a Piece of the High Life' program gives new veterans a positive, memorable experience, connects the community of veterans and helps raise the public's awareness of the challenges facing this population."

Iraq and Afghanistan veterans who are IAVA members can register for "High Life" experiences in their hometowns by visiting Iraq and Afghanistan veterans who are not currently members of IAVA are encouraged to join for free and participate in Miller High Life's "Give a Veteran a Piece of the High Life" program.

The Miller High Life "Give a Veteran a Piece of the High Life" program will be supported with print, television, radio and online advertising, point-of-sale, custom packaging and public relations efforts.

SOURCE: MillerCoors

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