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As part of the summer-long campaign, Miller Lite generated donations to MDA in a variety of ways. It started with Miller Lite donating 10 cents to MDA for every bottle cap collected through 1 September 2008. Consumers donated their Miller Lite bottle caps at collection points located in participating retailers across the US, as well as collecting at home and sending in packages directly.

Ultimately, all these bottle caps made the trek to Milwaukee for the 28-31 August celebration of Harley-Davidson’s 105th anniversary. Miller Lite is donating the maximum $100,000 to MDA based on the number of Miller Lite caps collected.

“Teaming up with Harley-Davidson on a promotion is always a fantastic opportunity, especially when it means supporting a good cause,” said Grant Leech, Miller Lite vice president marketing.

In addition to contributing via the 'Miller Lite Bottle Caps' effort, the brewer also helped raise money for MDA in other ways this summer:

-For every 18-pack of Miller Lite bottles or cans sold at 7-Eleven stores across the country, Miller donated 25 cents, up to an additional $100,000. - At participating retailers across the country, consumers joined the fight against muscular dystrophy by purchasing a motorcycle mobile for $1, with all proceeds going directly to MDA. - Consumers also contributed to MDA online by visiting BetterBolderSummer.com.

“We're extremely grateful for all Miller Lite did throughout this promotion to make it such a success,” said Gerald C Weinberg, MDA president and CEO. “These proceeds will help combat a range of muscle diseases worldwide through a variety of programs, and it is valuable partners such as the folks at Harley-Davidson and MillerCoors, who provide the support to make it all possible.”

MDA is a voluntary health organisation working to defeat more than 40 diseases through programs of worldwide research, comprehensive services, and far-reaching professional and public health education. The ALS Division of MDA is the world leader in the search for a treatment and cure for Lou Gehrig’s disease with its aggressive research program. MDA also offers the most comprehensive range of services of any voluntary health agency in the US.