• Brandweek, Wednesday, March 1, 2006 11:45 AM

Like most marketers, Coca-Cola values its loyal customers. And to show its appreciation, the company wants to shower those consumers with gifts. Last week the soft-drink marketer introduced a new multi-year loyalty program in which consumers can collect points redeemable for $50 million worth of prizes. To participate in the program, called "My Coke Rewards," consumers collect codes on Coke packaging. This year, four billion codes will appear on trademark Coke packaging beginning with 20-ounce bottles. They can then be redeemed at MyCokeRewards.com for points for a variety of awards from companies like Delta, Hilton, Kodak and Sony. The program will be altered during the year to include Coke's many tie-ins. TV, radio, print and other supporting marketing, created by multiple agencies, will announce the campaign.

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