An engaging New Year’s Eve countdown sponsorship was created whereby Coca-Cola was the lead sponsor throughout the evening. The brand was prominently featured during station breaks, countdown updates, jingles and DJ banter. As a climax, Coca-Cola OWNED the New Year minute broadcast. The celebration programming kicked into 2005 with the traditional Coca-Cola jingle delighting listeners for the first five minutes of the year.

Coca-Cola became the brand Venezuelans most associate with baseball. The resulting business from this newfound loyalty: sales increased 10% vs November 2003 and brand awareness increased by two points.