CHICAGO, Feb. 16, 2011 /PRNewswire/ -- Miller Lite drinkers know how to "taste greatness," but they might not know their beer of choice has been helping inspire greatness for two decades through its extensive support of the Thurgood Marshall College Fund (TMCF). Now, they can help. By simply texting a unique code found at retail to Miller Lite, legal-drinking-age consumers can get a free, special edition T-shirt and Miller Lite will make a $1 donation to TMCF for every unique code redeemed.
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The promotion is the latest in MillerCoors long-running support of the TMCF. The brewer is a founding sponsor of the fund, which was established in 1987, and has helped to raise more than $100 million in scholarships and other support for historically black colleges and universities.
Participating convenience stores will display program information, including the number to which customers can text to receive their code, redeemable for a free t-shirt touting their support of the fund. Miller Lite will donate $1 to the TMCF for each t-shirt requested, up to $50,000.
"We're incredibly proud of our relationship with the Thurgood Marshall College Fund and excited to spread the word through this promotion," said Larry Waters, director of multicultural relations at MillerCoors. "Miller Lite established the light beer category more than 35 years ago, so we know what it takes to be great. And the way the TMCF lives up to its vision of 'changing the world, one leader at a time' certainly qualifies as greatness."
Founded in 1987, the fund has awarded more than 7,700 scholarships to undergraduate, graduate and law school students who maintain at least a 3.0 grade point average. In that time, 98 percent of its scholarship recipients graduated.
The promotion will run in convenience stores* throughout February and March. It will be supported by point-of-sale displays, radio, print and online advertising, and public relations. (* Prohibited in California and Texas.)
For more information on the promotion and donation, see Miller Lite displays at retail or visit the TMCF tab on the Miller Lite Facebook page.
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great-tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to Rocky Mountain cold refreshment. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. The company also offers innovative products such as MGD 64, Miller Chill and Sparks. Through MillerCoors new craft and import company, Tenth and Blake, imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisconsin, and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.