Regardless of which Coca-Cola brand is their favorite, My Coke Rewards will give everyone who loves Coca-Cola the chance to benefit from their passion for the brand in a unique and special way.

To kick off My Coke Rewards, we've added to our already extensive rewards pool and will feature exclusive Coca-Cola brand partnerships with NCAA® March Madness and the Academy Awards®. We'll continue to offer special rewards tied to our consumers' passions, throughout the year, as My Coke Rewards expands.

We've tried to do our homework. We're not just going to shove commercials at people because they will go away.

We're getting back to the simplicity of why people love the brand. They can really hear the wit and self-deprecation of the brand. It's a step in the right direction.

My Coke Rewards is unique in its ability to truly personalize the consumer's experience with Coca-Cola. The program allows us to tap into our consumers' passions and tailor their online experience to offer them what they really want.

My Coke Rewards is the largest program we have ever launched for the Coca-Cola Trademark, with rewards valued at over $50 million. Regardless of which Coca-Cola brand is their favorite, My Coke Rewards will give everyone who loves Coca-Cola the chance to benefit from their passion for the brand in a unique and special way.