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News Release

COCA-COLA NORTH AMERICA MARKETING AND INNOVATION FOCUSES ON FULL PORTFOLIO OF BRANDS

After Positive Response to New Coca-Cola Trademark Initiatives, Company Unveils Programs and Advertising to Begin During Olympics

Atlanta, February 03, 2006 - After kicking-off 2006 with successful Coca-Cola Trademark marketing and innovation initiatives, Coca-Cola North America will launch strong programs across its entire range of beverages, beginning during the Olympic Winter Games.

"With great new Coca-Cola Trademark marketing, we opened 2006 with a bang," said John Hackett, senior vice president, Marketing, Coca-Cola North America. "For February and the Olympic Games, we're keeping that momentum humming by launching new programs, advertising and brands across our full portfolio."

The Coca-Cola "Drink Watch Cheer Win" Olympic promotion, which began in January, kicked off the Olympic Games promotion period. On February 10, Opening Ceremonies viewers will see new advertising for the promotion, as well as for Dasani and Diet Coke. Also airing for the first time will be new advertising from the "Make Every Drop Count" initiative, which focuses on the benefits of the Company's broad portfolio of brands and its continuous effort to meet the needs of consumers.

February also includes the debut of new brands TaB Energy and Dasani Sensations, the nationwide rollout of Vault Hybrid Energy Soda, and the first national television ad for Full Throttle, which airs on the ABC Pre-Game Show on Super Sunday.

Coca-Cola and Diet Coke
Through new advertising for the "Drink Watch Cheer Win" promotion, Coca-Cola is rallying fans to support U.S. Olympic athletes. The ads feature a group of dedicated fans who demonstrate their unique way to support Team U.S.A. by performing cheers for Olympians Michelle Kwan, Apolo Ono, and Vonetta Flowers. The promotion awards prizes to consumers every time the U.S. Team medals.

Diet Coke will debut new creative on another high-profile stage when "First Date," the second ad in the new Diet Coke "Light It Up" campaign premieres on the Academy Awards telecast. The spot shows a man on a first date who is emboldened to 'kiss the girl' after a drink from his Diet Coke refreshes his perspective.

Dasani
The popular Dasani "animal experts" return during the Games telecast to remind people that "Dasani is the Water That Makes Your Mouth Water." New, humorous ads featuring a goldfish and a camel -- both of whom know a thing or two about water -- will air throughout the Games.

"Make Every Drop Count"
New "Make Every Drop Count" advertising will begin airing during the Olympics. This initiative is designed to build awareness among consumers about the benefits of the Company's full product portfolio and to educate them by sharing expertise and information about the roles beverages play in their lives. This campaign reminds people that for all they expend in their daily lives, The Coca-Cola Company is striving to give those drops back through the benefits of what we sell -- whether it is through beverages that deliver hydration, energy, relaxation, nutrition or pure enjoyment.

TaB Energy
Combining an iconic brand name with one of the fastest-growing segments in the beverage industry, new TaB Energy will hit store shelves in mid-February. While TaB Energy shares the TaB brand name, it is not a cola. It is a completely new energy drink created especially for women. The deliciously crisp and lightly carbonated pink beverage is sugar-free, with only five calories per pink 10.5-ounce can and will be available in eye-catching cans and four-packs. TaB Energy will be supported by a new national television ad that will debut during the telecast of the Academy Awards in March.

Dasani Sensations
Dasani Sensations, a lightly carbonated, lightly flavored water beverage, also rolls outs across the U.S. in February. The brand, which will be available in Mixed Berry and Lemon-Lime flavors, has the same great taste that people have grown to love with Dasani Flavors, but with bubbles.

"For 2006 Coca-Cola North America is active on all fronts and there's still more to come," Hackett said.

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

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