Coca-Cola North America Announces Launch of 'My Coke Rewards'

LARGEST PROGRAM OF ITS KIND IN COCA-COLA HISTORY



* Across All Coca-Cola Trademark Brands



* Four Billion Unique Redemption Codes, $50 Million Rewards Pool



* Spanish-Language Version Of My Coke Rewards Marks The First Fully Bilingual,

Internet-based Initiative For The Coca-Cola Brand



* Program Kicks Off With Special Rewards Tied To

NCAA(R) March Madness And The Academy Awards(R)



28 Feb, 2006, 00:00 ET from Coca-Cola North America

    ATLANTA, Feb. 28 /PRNewswire/ -- Coca-Cola North America today 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.  By going to www.mycokerewards.com, consumers then create
 an account and enter their code.  Codes can even be entered via mobile phone,
 and as consumers collect and enter more codes, their account grows.  When they
 have accumulated enough points to redeem their desired reward, they simply
 select it and the points are deducted from their account.
     "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
 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.
     With over four billion unique codes to be released across all packages
 during 2006, accumulating enough points for amazing rewards is quick and easy.
 As an example, purchasing only three 20-ounce participating Coca-Cola products
 can score a consumer enough rewards points for a free music download, and nine
 20-ounce participating Coca-Cola products can score a consumer enough rewards
 points for a Blockbuster movie.  In addition, from May 1st - June 14th, one
 different consumer each day will win $10,000 in rewards value.
     As part of the launch of My Coke Rewards, two special opportunities tied
 to sports and entertainment will be featured in addition to the ongoing base
 program.  "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(R) March Madness and the Academy Awards(R)," said Bayne. "We'll continue
 to offer special rewards tied to our consumers' passions, throughout the year,
 as My Coke Rewards expands."
 
     Coca-Cola and NCAA(R) March Madness
     Coca-Cola will help ignite fan passion for college hoops by offering
 consumers the chance to win more than 90,000 great NCAA(R) related prizes,
 including the grand prize of a VIP trip to the 2007 NCAA(R) Final Four.
 Specially marked packages of Coca-Cola and Coca-Cola Zero will direct fans to
 www.mycokerewards.com where they can register for a chance to win one of the
 prizes being given away every 35 seconds.   The "2007 NCAA(R) Men's Final Four
 VIP Trip," not only sends fans to the Big Dance, but also gives them a special
 behind-the-scenes experience.  Other prizes include Huffy Sports Basketball
 Goals, Official NCAA(R) Basketballs, EA Sports(TM) NCAA(R) March Madness 2006
 video games, gift certificates toward NCAA(R) merchandise at NCAAsports.com
 and cstvfanstore.com and much more.
 
     Diet Coke and the Academy Awards(R)
     Diet Coke and Caffeine Free Diet Coke will don a brand new look featuring
 metallic labels on 20-ounce packages in time for the brand's association with
 the Academy Awards(R), and movie fans will have the opportunity to win star-
 studded prizes at www.mycokerewards.com selected to commemorate Hollywood's
 biggest night.  The program reminds people that with Diet Coke and My Coke
 Rewards "You Don't Have To Be A Star To Get The Star Treatment."  Among the
 many glamorous prizes available are a "Red Carpet Viewing Experience" - a fan
 stand ticket to the 2007 Oscars(R), a new 2007 Escalade, a Lazare Diamond(R)
 Right Hand Ring, an exclusive silver gown created by designer Narciso
 Rodriguez and limited edition Diet Coke 8-ounce glass contour bottles
 commemorating the 78th Annual Academy Awards(R).
     My Coke Rewards has partnered with some of the world's best brands,
 including Adidas, Delta, Kodak, Blockbuster, Sony, Hilton, Blue Fly, Spafinder
 and more to offer My Coke Rewards members an incredible array of rewards.  The
 launch of My Coke Rewards will be supported by an extensive marketing
 campaign, including television, radio, print, on-line, cinema, and out of home
 advertising, in-store point-of-sale materials, and more.
 
     About The Coca-Cola Company
     The Coca-Cola Company is the world's largest beverage company.  Along with
 Coca-Cola, recognized as the world's most valuable brand, the Company markets
 four of the world's top five soft drink brands, including Diet Coke, Fanta and
 Sprite, and a wide range of other beverages, including diet and light soft
 drinks, waters, juices and juice drinks, teas, coffees and sports drinks.
 Through the world's largest beverage distribution system, consumers in more
 than 200 countries enjoy the Company's beverages at a rate exceeding 1 billion
 servings each day.  For more information about The Coca-Cola Company, please
 visit our website at www.coca-cola.com.
 
 

SOURCE Coca-Cola North America
    ATLANTA, Feb. 28 /PRNewswire/ -- Coca-Cola North America today 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.  By going to www.mycokerewards.com, consumers then create
 an account and enter their code.  Codes can even be entered via mobile phone,
 and as consumers collect and enter more codes, their account grows.  When they
 have accumulated enough points to redeem their desired reward, they simply
 select it and the points are deducted from their account.
     "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
 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.
     With over four billion unique codes to be released across all packages
 during 2006, accumulating enough points for amazing rewards is quick and easy.
 As an example, purchasing only three 20-ounce participating Coca-Cola products
 can score a consumer enough rewards points for a free music download, and nine
 20-ounce participating Coca-Cola products can score a consumer enough rewards
 points for a Blockbuster movie.  In addition, from May 1st - June 14th, one
 different consumer each day will win $10,000 in rewards value.
     As part of the launch of My Coke Rewards, two special opportunities tied
 to sports and entertainment will be featured in addition to the ongoing base
 program.  "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(R) March Madness and the Academy Awards(R)," said Bayne. "We'll continue
 to offer special rewards tied to our consumers' passions, throughout the year,
 as My Coke Rewards expands."
 
     Coca-Cola and NCAA(R) March Madness
     Coca-Cola will help ignite fan passion for college hoops by offering
 consumers the chance to win more than 90,000 great NCAA(R) related prizes,
 including the grand prize of a VIP trip to the 2007 NCAA(R) Final Four.
 Specially marked packages of Coca-Cola and Coca-Cola Zero will direct fans to
 www.mycokerewards.com where they can register for a chance to win one of the
 prizes being given away every 35 seconds.   The "2007 NCAA(R) Men's Final Four
 VIP Trip," not only sends fans to the Big Dance, but also gives them a special
 behind-the-scenes experience.  Other prizes include Huffy Sports Basketball
 Goals, Official NCAA(R) Basketballs, EA Sports(TM) NCAA(R) March Madness 2006
 video games, gift certificates toward NCAA(R) merchandise at NCAAsports.com
 and cstvfanstore.com and much more.
 
     Diet Coke and the Academy Awards(R)
     Diet Coke and Caffeine Free Diet Coke will don a brand new look featuring
 metallic labels on 20-ounce packages in time for the brand's association with
 the Academy Awards(R), and movie fans will have the opportunity to win star-
 studded prizes at www.mycokerewards.com selected to commemorate Hollywood's
 biggest night.  The program reminds people that with Diet Coke and My Coke
 Rewards "You Don't Have To Be A Star To Get The Star Treatment."  Among the
 many glamorous prizes available are a "Red Carpet Viewing Experience" - a fan
 stand ticket to the 2007 Oscars(R), a new 2007 Escalade, a Lazare Diamond(R)
 Right Hand Ring, an exclusive silver gown created by designer Narciso
 Rodriguez and limited edition Diet Coke 8-ounce glass contour bottles
 commemorating the 78th Annual Academy Awards(R).
     My Coke Rewards has partnered with some of the world's best brands,
 including Adidas, Delta, Kodak, Blockbuster, Sony, Hilton, Blue Fly, Spafinder
 and more to offer My Coke Rewards members an incredible array of rewards.  The
 launch of My Coke Rewards will be supported by an extensive marketing
 campaign, including television, radio, print, on-line, cinema, and out of home
 advertising, in-store point-of-sale materials, and more.
 
     About The Coca-Cola Company
     The Coca-Cola Company is the world's largest beverage company.  Along with
 Coca-Cola, recognized as the world's most valuable brand, the Company markets
 four of the world's top five soft drink brands, including Diet Coke, Fanta and
 Sprite, and a wide range of other beverages, including diet and light soft
 drinks, waters, juices and juice drinks, teas, coffees and sports drinks.
 Through the world's largest beverage distribution system, consumers in more
 than 200 countries enjoy the Company's beverages at a rate exceeding 1 billion
 servings each day.  For more information about The Coca-Cola Company, please
 visit our website at www.coca-cola.com.
 
 SOURCE  Coca-Cola North America