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.

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

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.

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.

It's a great night for us to start the year off right.