With the global launch of "The Coke Side of Life" campaign, iCoke.ca adapted the creative direction from the US, while incorporating key insights drawn over the past two years from the Canadian loyalty program, to redesign the site that continued to focus on developing loyalty behaviours. The site has evolved since 2005, as the primary focus has become the frequency of visits rather than membership acquisition, and this is reflected in the latest design. The objective of the redesign was to show the breadth of offerings available on iCoke.ca, and provide incentives for repeat visitors.