Coors Light, RADD and TEAM Promote Responsible Drinking at 2019 Rose Bowl


While Ohio State and the University of Washington showed the sellout crowd an amazing game, Coors Light, RADD and TEAM Coalition partnered to offer a multi-faceted alcohol responsibility promotion in advance of the 105th Rose Bowl game on January 1, 2019. Before kick-off, 170 fans smiled for souvenir photos after autographing the responsibility helmet. Each autograph represented a pledge never to drive drunk and always have a designated driver. The 75 photos were shared via email, text and social media and viewed 120 times.

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In addition, Rose Bowl fans were offered the opportunity to text PLAN to 90464 for a $10 credit on a future Uber ride. Fans shared their safe ride plan – be a designated driver, use ride share, take public transportation, have a friend serve as DD – in order to qualify for the credit.

We believe that the only way to celebrate is to do so responsibly. Through our partnerships with Uber and our designated driver programs with TEAM Coalition and RADD, we are making sure that beer drinkers in Pasadena have a range of options to get home safely and prevent drunk driving.Diane Wagner, Alcohol Responsibility Manager, MillerCoors

RADD is honored to partner with MillerCoors, TEAM Coalition and Uber on a winning game day strategy to get fans home safely through discounted Uber rides provided by Coors Light and signed pledges to be and use a designated driver.Erin Meluso, President, RADD

The success of the ‘Responsibility Has Its Rewards’ campaign is a direct result of the commitment from our members and all the responsibility program partners, including the venues, brewers, beer distributors and local non-profit partners. Teamwork is what this campaign is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.Jill Pepper, Executive Director, TEAM Coalition

Drunk driving prevention is the top priority for TEAM Coalition and all its 22-member organizations and seven strategic partners, which include MillerCoors and RADD.



TEAM Coalition

• In 2017, 10,874 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decrease of 1.1% from the 10,996 fatalities in 2016.

• 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.

TEAM Coalition