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MillerCoors Striking College Sponsorship Deals With 23 Schools
Published August 25, 2011
MillerCoors is in the process of developing an integrated plan that includes heavy responsibility messaging, hospitality, tickets, media buys and point-of-sale materials for its retail partners. MillerCoors VP/Media & Marketing Jackie Woodward said the company still is working with the schools to determine how much of the advertising will be responsibility-based, but she said it will be a significant portion of the program. Among the restrictions: MillerCoors cannot use school marks on its bottles, cans or any other packaging. The beer maker also cannot use actors to portray athletes or the likeness of an athlete in its promotional materials.