-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® March Madness And The Academy Awards®

Atlanta, February 28, 2006 – Coca-Cola North America today announced the launch of My Coke Rewards, a multi-year, on-line driven, mega-rewards program across all Coca-ColaT 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® March Madness and the Academy Awards®,” 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® 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® related prizes, including the grand prize of a VIP trip to the 2007 NCAA® 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® 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® Basketballs, EA SportsT NCAA® March Madness 2006 video games, gift certificates toward NCAA® merchandise at NCAAsports.com and cstvfanstore.com and much more.

Diet Coke and the Academy Awards®
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®, 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®, a new 2007 Escalade, a Lazare Diamond® 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®.

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 1.3 billion servings each day. For more information about The Coca-Cola Company, please visit our website at www.coca-cola.com.