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

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.

Since the beginning of the year, we've aired a series of ads in the U.S. that remind people of the simple reasons why they love Coca-Cola, the product. With The Coke Side of Life, we are reminding people why they love Coca-Cola, the brand. Overall, the message is that only a Coke will do because in the most basic terms, Coca-Cola is happiness in a bottle.

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.