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RHIR Partners with MillerCoors at the Bayou Classic
MillerCoors and the Bayou Classic Embrace the
Responsibility Has Its Rewards National Campaign

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TEAM traveled to New Orleans, LA to reward fans who promised to never drive drunk and always have a designated driver at the Bayou Classic at the Superdome on Saturday November 28, 2009. "You Hold the Key Never Drive Drunk" was the responsibility message for all Southern University and Grambling State University fans at the Coors Light pregame tailgate party.

MillerCoors, and TEAM Coalition partnered to educate Bayou Classic fans about the importance of designating a driver, demonstrating positive fan behavior and wearing their seatbelt.





NATIONAL CAMPAIGN: Responsibility Has Its Rewards™

Bayou Classic Message:
  • You Hold the Key Never Drive Drunk
  • Great Beer Great Responsibility
  • Fans Don't Let Fans Drive Drunk
RHIR PARTNERS INCLUDE:
  • MillerCoors
  • TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community

WHAT: MillerCoors, and TEAM invited Bayou Classic fans to make the pledge to be responsible by never driving drunk and always having a designated driver. Nearly 400 fans pledged and they all received souvenir photos branded with the partners' logos and the responsibility message.

WHERE: Superdome in New Orleans, LA

WHEN: Saturday, November 28th

MillerCoors: MillerCoors is committed to ensuring that our products are marketed only to and consumed only by adults of legal drinking age. We strictly adhere to the Beer Institute Advertising and Marketing Code. We have adopted our own tough internal marketing compliance codes, and our retailer education efforts are industry-leading. www.millercoors.com.

TEAM Coalition: an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service partners, the beer industry, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. www.teamcoalition.org

US DOT / NHTSA 2008 NATIONAL DATA:
  • In 2008, 11,773 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decline of 9.7% from the 13,041 fatalities in 2007
  • Many, if not most of those lives would have been saved if people did not drive when they were impaired by alcohol or if they used sober, designated drivers or if they simply wore their seat belts.
  • Statistics and research clearly show that 21-34 year old males are the demographic most likely to be involved in an automobile crash, drive when impaired by alcohol, and fail to buckle up.
 
 
 

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