Hugh F. Johnston
Analyst · Ali Dibadj with Sanford Bernstein
Yes, Ali, this is Hugh. That was certainly an impressive question. Let me try to parse it and address some of the pieces. You talked about CSDs, and obviously, CSDs are an important part of our portfolio. But keep in mind, we do play an LRB game, and that's -- we've been doing that for more than a decade. We were certainly the first to go and do that. But undeniably, CSDs are an important category. So what do we need to do in CSDs? Obviously, we've got a price to be competitive. And in doing that, we've got to balance commodity costs, we've got to balance consumer, and we've got to balance input -- commodity cost, consumer and competitor. Those are the 3 pieces that we balance in dealing with that. In doing that, we also need to make sure that our brands are sharply defined, and we need to make sure that our innovation is very strong. The category, obviously, it's a challenging category. Clearly, anyone that looks at the numbers can see that, and that's true for the broad category. I'm not just speaking of PepsiCo's business. Now what are the things that we've tried to do for the long run? The long run in consumer categories always comes back to innovation, and the thing that we've obviously done is we've innovated from a flavors perspective to drive some level of incremental growth. We've innovated from a branding perspective in order to create interesting positioning for consumers. And then as we've discussed in the past, we're innovating from a sweetener perspective, which we do think is a meaningful unlock in the category, and we've gone down a couple of paths with that. First, around the newer sweeteners, such as stevia. And then, obviously, we got some relationships with flavor-enhancer companies, which have enabled us to try products like Pepsi Max and to be able to do those things successfully. So I think in terms of CSDs and, for that matter, the broader LRB category, the key to being successful here is going to be making sure our pricing is competitive, making sure that our brands are very sharply defined and innovating on product over time to ensure that we actually can differentiate ourself clearly from competition. That's the strategy we're following, as Indra referenced on the script that we read earlier. We think we're successful in moving that agenda forward, but we also fully acknowledge that we've got more work to do on that, and that's what we'll -- we're going to continue to work at. We view it as a terrific business, and we view it as one that generates a lot of cash for shareholders that we feel very, very good about. So it's certainly one that we're going to continue to compete vigorously in.
Ali Dibadj - Sanford C. Bernstein & Co., LLC., Research Division: So how much did that cost you?