Longs, I happen to think the superbowl ad is big news....SODA is a product that needs to hit critical mass. This will be a big help along the way. The message is very strong...building a category is VERY difficult, but once you own it, it's extremely lucrative. For the next few weeks, I'm hoping Birnbaum, who seems really sharp can say something to stem the bleeding for now. The future is so bright for this brand.