[2] The premium-based loyalty program of PepsiCo called Pepsi Stuff was launched in the United States on March 28, 1996.

[citation needed] The Pepsi Stuff campaign ran throughout North America and was expanded to include Mountain Dew and other drinks, and into many international markets.

"[4] Pepsi Stuff was one of the first major consumer promotions to feature a dedicated interactive Web site.

[citation needed] Celebrities like Andre Agassi, David Beckham, Beyoncé, Cindy Crawford, Jimmy Fallon, Jeff Gordon, Derek Jeter, John Lee Hooker, Shaquille O'Neal, Deion Sanders, Shakira, Britney Spears, and the Spice Girls appeared in TV, print, and Internet advertising promoting Pepsi Stuff.

[citation needed] PepsiCo produced over 200 million catalogs each year, billions of Pepsi points, and an extensive line of free merchandise.

[citation needed] In 2005, The Coca-Cola Company launched iCoke, a very similar program to Pepsi Stuff in which consumers collect points printed on packages in Canada.

On February 28, 2006—nearly ten years after the first Pepsi Stuff promotion began—The Coca-Cola Company responded with the launch of its first U.S. loyalty program and biggest promotion ever, My Coke Rewards, a premium program that is managed through four-billion unique codes that consumers can enter online to redeem over $50 million worth of premiums.

Pepsi again relied on celebrities to advertise the promotion, including a Super Bowl spot starring Justin Timberlake and featuring Andy Samberg from Saturday Night Live.

[citation needed] In February 2010, Pepsi launched a similar rewards system in New Zealand on 1.5 litre bottles.