We view the Oscars as destination programming and a great place to feature advertising for our brands.
It was a great way to build awareness and it fit perfectly with the holidays. People always enjoy getting something for free. We saw high repeat usage scores as a result of consumers redeeming the coupons.
With the timing of this new marketing campaign, it was just such a great fit to put more of the focus on Coke.
It's an obvious place to communicate the offer. It's also a great way to celebrate our tie-in with the Olympics.
This is the ultimate guy event and with us having two guy-focused brands that we didn't have before, it was a great fit.