Miller High Life has launched a new program in which every bottle cap or can tab that is returned will yield ten cents for the IAVA – Iraq and Afghanistan Veterans of America. This money, Miller claims, will help give vets a piece of the High Life. The “High Life” consists of “a variety of experiences like sports and concert tickets and other activities.”
It is great to see an existing program supporting today’s veteran’s. But really, does MillerCoors – an American beer conglomerate – really need to encourage veterans to drink at organized events upon returning home from the Middle East? For men returning to strange wives and worried families, won’t the alcohol pour itself?
Jerry Seinfeld has a joke about Raleigh cigarette coupons:
Each one is worth 1/1000th of a penny. You lose a lung trying to get a badminton set. Even if you get it you can’t play. “Cough, cough. Let’s smoke a few more packs. I can get a new birdie.”
It’s really overkill. MillerCoors’ program isn’t conducive to a healthy life. It’s causation of addiction. Vietnam Vets didn’t have this 10-cent cap program in place, but that didn’t keep thousands of men in faded jeans and tattered shirts from chain-smoking cigarettes and calling the local bar “home.”
Maybe these activities created for the vets won’t focus on drinking. I’m thinking corporate sponsorship will creep its way in, though.











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