Is there one in your portfolio now that you would highlight as you think has been exemplary in building its affinity with consumers, brand love, if you will? Is there one you would draw out and why?

Yeah, I think there's I can probably give an example from the US and even Canada, depending on time.

So I would start with the US and its Coors Banquet.

So, look, there we definitely have industry headwinds in the beer category, but we're still seeing so much brand love and in particular for Coors Banquet.

And what we've really been leaning into is what makes this brand so distinct and really authentically what it has stood for for the last 150 years.

It's grown the last five consecutive years and 16 straight quarters of share growth.

And so, like I mentioned, it's 150 years old, but what consumers love about it, it's authenticity and it's loved by poor drinkers who've been reaching for this brand for decades.

So, Sophia, whether someone's new, starting out in brand building or seasoned, how do you measure brand love, regardless of sectors and categories, to help folks have that conversation with other stakeholders who might not be fluent in brand?

So is there anything different about your organization since when you joined to be able to do that kind of work, which I do think is how you need to think about building brands today?

Look, like we've been doing this kind of work now, frankly, since MSJ joined more reactive in culture work, like, you know, moving beyond ads to acts.

And we've done that now for over six years.

I think where we've continued to evolve is to make sure that there's the right level of discipline and also ensuring that what we do feels right for the brands that are participating in it.

And so there is no point in doing that kind of work if it's not building your brand and it doesn't have like the essence of your brand.

And, you know, I myself, like when I think about before I was in this role, like I was leading our Miller Lite team, it was in the middle of the pandemic and we had to actually like move away from our campaign because it didn't work anymore at that time.

It was like, it was, the campaign was the original social media, which was essentially put down your phone, get out to the real world and socialize with people, which like- It wasn't really something people could do during the pandemic.

were at Cannes and we actually met with the Lions Advisory Board.

So tell us about how you led your team to have such a great activation and how it's impacted your business to Gary's point.

Thank you.

That means a lot.

Look, we think of Super Bowl not just as a spot, but really as a season.

So there's been a lot of people here that have been talking about just the cost behind it.

So we need to make sure that we really have a strong ROI behind it.

And so it did start out with a universal insight.