Poker immediately emerged to the forefront as a passion point for this demographic; its popularity was at an all-time high – both in media and participation. The challenge was in connecting the brand with poker at moments of consumption. A plan evolved with the following elements:• Tournaments – Created national grassroots branded poker tournaments in local bars across 17 U.S. markets over 15 weeks. • Sponsorship – Added 2003 World Series of Poker Champion Chris Moneymaker as program’s spokesperson.

• Promotional layer – Tournament participants played for chance to compete with Chris in Las Vegas for $2.5 million.

- POS and distribution present in all accounts- 1,000+ on-premise events executed in 21 markets- 24,713 tournament players- 15,100 samples of featured drinks CC and Cola, CC and Ginger- 10,000 branded CC premiums distributed (T-shirts, playing cards and Polaroid pictures)- 46,414 hits to the web portal: www.ccsmooth.com - 20,479 online entries for the national sweepstakes