I've been with Coke rewards thru its many iterations over the past 12+ yrs and loved it till this last move. Huge variety of partners, cool items with a HUGE range of points redemption... the list now is pathetic and most touts "... enter for a chance to..." i. E. easily lose countless points for zero 'reward'. An insult to injury is regardless of single bottle cap, 12pk, 24 pk... are ALL same # of points.
The clearest message - actively (and effectively) decrease fan interest by watering down the program to no rewards and eventual demise.