My Coke Rewards.

Coca-Cola North America announced the launch of My Coke Rewards, a multi-year, on-line driven, mega-rewards program across all Coca-Cola(TM) brands. The program allows consumers to choose from a pool of experiences only Coca-Cola can offer and features rewards from some of the world’s best brands.

“My Coke Rewards is the largest program we have ever launched for the Coca-Cola Trademark, with rewards valued at over $50 million,” said Katie Bayne, senior vice president, Coca-Cola Brands, Coca-Cola North America. “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.”

My Coke Rewards launches on 20-ounce packages, with billions more packages to be included later in 2006. Participating in My Coke Rewards is easy. Consumers look for unique codes under the caps of specially marked 20-ounce bottles of Coca-Cola classic, Diet Coke, Coca-Cola Zero, or any other Coca- Cola brand product.

“My Coke Rewards is unique in its ability to truly personalize the consumer’s experience with Coca-Cola,” said Bayne. “The program allows us to tap into our consumers’ passions and tailor their online experience to offer them what they really want.” Spanish-speaking consumers will be able to access a complete Spanish-language site simply by logging on to http://www.mycokerewards.com and selecting Spanish as their preferred language. This is the first fully bilingual, internet-based initiative for the Coca-Cola brand in the U.S.