Tuesday, March 1, 2011

Miller Lite Inspires Greatness By Donating Up to $50,000 to Thurgood Marshall College Fund

CHICAGO, Feb. 16, 2011 - 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.

To view the multimedia assets associated with this release, please click: http://multivu.prnewswire.com/mnr/millerlite/48442/

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.

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