Have a Coke and a "mile"

Marketing y Medios reports on Coke's launch of its first fully bilingual U.S. Internet campaign for its "My Coke" rewards program, which offers consumers "Coke miles" as a reward for purchasing its product.

This follows their general-market campaign to promote the loyalty system, they report. The Web site is designed to promote the program, which this year will place 4 billion codes on Coke packaging beginning with 20-ounce bottles.