Responsible Marketing & Training
We have a steadfast commitment to responsible advertising and marketing directed primarily to adults of legal drinking age. Every marketing message that we put into the marketplace, regardless of its form, must enhance our reputation as a lawful and responsible corporate citizen. We self-regulate our marketing and advertising to ensure they primarily reach legal-drinking-age audiences and meet our rigorous internal standards.
Pledge to be Responsible
I pledge to always take a cab, bus or train, or to have or be a designated driver, because with great beer comes great responsibility.
MAKE THE PLEDGE
Thank you for your pledge to plan ahead. Please spread the word. Together we can work to prevent drunk driving and help keep our communities safe.
Marketing Compliance Program
To guide our internal and external marketing staff in creating and disseminating appropriate marketing messages, we’ve developed the MillerCoors Marketing Compliance Program, which is a comprehensive and systematic approach to ensure our advertising and marketing complies with the many laws regulating the alcohol industry. This includes the industry's voluntary, self-regulatory Beer Institute Advertising and Marketing Code (BI Code) and our internal advertising policies.
The Marketing Compliance Program is intended to be dynamic and evolving based on the ever-changing environment in which we operate. Our legal team and Marketing Compliance Committee, which includes representatives from our responsibility, marketing, communications and legal teams, oversee this extensive, formal marketing review process to ensure that our commercial communication follows our responsibility policy and is in compliance.
Marketing to Legal-Drinking-Age Consumers
As part of our self-regulations, we target our marketing and advertising buys to ensure they primarily reach legal-drinking-age. The most recent report by the FTC found that more than 97 percent of the beer industry’s digital media placements met the demographic standards. In addition, it found that 99.5 percent of all alcohol advertisements on external sites, such as news, entertainment and sports sites, also met the 71.6 percent adult, 21-and-older standard. Finally, the research found that 93.1 percent of traditional media placements met the adult audience threshold.
21 Means 21.
As specified in the MillerCoors College Marketing Guidelines, we focus our marketing on legal-drinking-age consumers and do not advertise directly to undergraduate students. Because of the importance of our responsibility message to collegiate sports audiences, “21 Means 21” is included on all college advertising that uses our alliance partners’ marks and logos.
As a beer company, we realize we have an obligation to model responsible behavior. To help employees make responsible decisions, MillerCoors developed the Alcohol, Behavior and Communication (AB&C) training program to affirm employees’ understanding of the Employee Alcohol Policy.
The Employee Alcohol Policy includes guidance regarding personal conduct, company-sponsored events, impaired driving and underage drinking. We require every employee to read and acknowledge this policy at hiring and every three years thereafter, and we ask all employees to support our Employee Alcohol Policy in their professional and personal lives.
Every person with advertising and marketing responsibilities in our organization is required to follow the policies, protocols and guidelines set forth in this Marketing Compliance Manual. At least every two years, we train our advertising agency partners and conduct in-depth training with all sales and marketing employees to ensure they abide by all industry and company standards.
Because our distributors play an important role in preventing underage access and modeling responsible consumption behavior, we make a subset of our AB&C training available to our 550+ distributors on a voluntary basis.
Our Alcohol, Behavior and Communication (AB&C) training program was developed to affirm employees’ understanding of the Employee Alcohol Policy. The training program addresses key alcohol issues affecting our industry and promotes responsible consumption. Current employees repeat the AB&C training every three years, and 86 percent of employees completed the training by Dec. 31, 2013.
Because our distributors play an important role in preventing underage access and modeling responsible consumption behavior, we make a subset of our AB&C training available to them on a voluntary basis. MillerCoors' 550+ distributors received the training on a flash drive and through an internal website.