Miller High Life and IAVA Launch National Campaign

FOR IMMEDIATE RELEASE
Monday, June 28, 2010

Follow IAVA on Twitter.com/IAVAPressRoom

NEW YORK - Today, Iraq and Afghanistan Veterans of America (IAVA), the nation's first and largest nonpartisan organization for veterans of the wars in Iraq and Afghanistan, and iconic American brand Miller High Life launched a bold new campaign called “Give a Veteran a Piece of the High Life.” The groundbreaking effort provides up to one million dollars in cash and experiences to America’s newest generation of veterans and their families. Thousands of unique experiences include tickets to Major League Baseball and National Football League games, fly-fishing events, concerts, NASCAR races, outdoor adventures and much more. All “High Life Experiences” are generously donated by partners through Miller High Life and will be held in dozens of cities nationwide. Confirmed Iraq and Afghanistan veterans can access free tickets to these experiences at the new website TheRucksack.org.

“This is huge. This innovative campaign will make an impact on the lives of thousands of veterans and their families across the country. It provides those who have served with positive, unforgettable experiences, while connecting them with the critical resources and community that IAVA offers,” said IAVA Founder and Executive Director Paul Rieckhoff. “Miller High Life is an iconic American brand leading the effort to support our nation’s heroes. They are an example of how a company can invest in this generation of veterans and make a massive national impact. Miller High Life is showing Iraq and Afghanistan veterans everywhere that they’ve got our back.”

“Miller High Life is all about standing up for common sense – and nothing makes more sense than by 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?”

The “Give a Veteran a Piece of the High Life” campaign encourages Americans to take action and support this generation of veterans by collecting and depositing Miller High Life and Miller High Life Light bottle caps and can tabs. Miller High Life is donating 10 cents for every one of millions of specially marked caps or tabs 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 memorable “High Life Experiences.” These experiences range from all-access VIP passes to the Coke Zero 400 NASCAR race at Daytona International Speedway, to tickets to the 2010 MLB All Star Game to tickets to the PGA U.S. Senior Open Championship.

Iraq and Afghanistan veterans can visit TheRucksack.org to find unique “High Life Experiences” in their community and request tickets. The Rucksack is the first and only tool to connect Iraq and Afghanistan veterans with donated tickets and experiences. Veterans must be confirmed (paperwork-certified) IAVA members to gain access to these events and opportunities. The Rucksack also gives partners, sponsors or individuals a platform to provide experiences to returning veterans nationwide.

IAVA will host open press events before the Sunday, July 4th San Diego Padres game at PETCO Park and the Monday, July 5th Los Angeles Dodgers game at Dodger Stadium. IAVA Founder and Executive Director Paul Rieckhoff, Deputy Executive Director Todd Bowers, Actor and Miller High Life Commercial Star Windell Middlebrooks and hundreds of Iraq and Afghanistan veterans enjoying a “Piece of the High Life” will be available for comment.

To arrange an interview with IAVA Executive Director Paul Rieckhoff, or another veteran involved in the campaign, please contact Chrissy Stevens (212)-982-9699 or Chrissy@iava.org.

Iraq and Afghanistan Veterans of America (www.IAVA.org) is the country's first and largest nonprofit, nonpartisan organization for veterans of the wars in Iraq and Afghanistan and has more than 180,000 veteran members and civilian supporters nationwide.

The Miller High Life “Give a Veteran a Piece of the High Life” program will be supported with extensive print, television, radio and online advertising, point-of-sale, custom packaging and public relations efforts nationwide. For more information on how to get involved, visit www.MillerHighLife.com.