The iCoke site was completely redone this year to stay current with Coke's latest branding which changes every year.This year the iCoke site was changed to focus on three specific Coke products, as opposed to Coke in general. This site is the Coca-Cola brand website in Canada. Consumers collect PIN codes under caps to earn coins, which can be redeemed for items and unique experiences. The site’s key elements revolve around continuous promotions and a comprehensive communication program that ensures members are constantly engaged and eventually become ambassadors for the brand. iCoke.ca has become a highly popular youth loyalty site in Canada. Key youth partnerships and promotions are making iCoke an active online destination amongst teens and young adults. By providing value to consumers through the use of online currency, iCoke.ca has been able to keep Coca-Cola top of mind at point of sale.