MillerCoors launched a campaign in 2011 partnering with Iraq and Afghanistan Veterans of America (IAVA) to donate 10 cents for every Miller High Life cap or tab collected to fund experiences for veterans, raising over $2 million. The campaign saw success, winning advertising awards, and will be entering its third year while also generating a 21.9% increase in net income for MillerCoors, though it could improve transparency around donation amounts and impact on sales.