 If you think about what makes a brand relevant today versus 10, 20 years ago, it's actually very different. Innovation doesn't have to be a product, it doesn't have to be a service. It could be how you approach something. We make food and drinks and it's the occasion is that moment, whether you're watching a football match, whether you're having a meal with your friends, or you're out at a restaurant. Thinking about those moments, how you can communicate, how you can engage, that's what's changing the way we market. I think there is a golden age, but it's a very different age. I think the word campaign has just been redefined. A campaign is your chance to have a conversation with your consumer. And for us, campaigns are changing massively. Purpose gives us the right to do things differently. You can't shout a purpose to someone, you need to show it. And so I think this is why activations, grassroots particularly in sport, but even just engagement with the fans through passion points like music and football, those are actually how campaigns are going to be defined in the future. I think the world is acknowledging the challenges we face and the role we have to play in addressing them. I look at my kids and the younger generation, they say it through their actions and they say it through their wallets. They look for more purposeful brands that they want to be part of and experienced. If we can bring that in a more positive way, then I believe we'll not only leave it lasting impact, but we'll actually have better relationships with our consumer.