The Initiative: New My Coke Rewards, with two ways to earn
In a nutshell: My Coke Rewards launched in 2006 as one of the first consumer packaged goods programs. Based on a traditional points-accumulation model, it grants members a range of points for every Coke-branded product code entered online, which could then be redeemed for a wide selection of rewards. In late January, Coca-Cola updated the program to include a second, tiered path to earning rewards through activities....