The new and improved is now officially live.

A significant upgrade from the previous Internet effort, the site allows for more interactivity. For example, consumers can share slice of life stories about their Coca-Cola memories in the Spill It section — and others can rate the tales.

Also, Coke’s new TV ads can be viewed, and music and screensavers downloaded.

Tying in with its Olympic sponsorship, Coke is allowing consumers to nominate a torchbearer online for the Salt Lake City 2002 games. Other bells and whistles: a Coke Collectibles store, links to eight international Coke sites and a company timeline.