And as before, we do maintain a huge objective to get costs down. So it’s, these increases do not get unnoticed. But unfortunately, they’re part of doing business in the world in which we’re living and we have competitors and we have to negotiate for the best marketing dollars that we can.
Thomas Kelly: The only thing I would add is that when you look at the costs in, we’ve had increases in sponsorship in marketing and social media. Those probably are the biggest cost increases, but we are diverting or focusing a little more on the social media platforms because of the full array of our brands that are more aligned to social media consumers. Those are going to take effect, and we have these programs being put in place and we’re obviously expensing those costs as we incur. But I think some of the benefits will start. We’re hoping we’ll start seeing them in the second and third quarter as we go into summer and those programs become more active.
Operator: Our next question comes from Mark Astrachan of Stifel. Please go ahead.
Mark Astrachan: Hey, thanks. Good afternoon guys. I wanted to ask who’s going to be reading all of the country market share numbers, Rodney, when you transition to the sole chairman role? Just kidding.
Hilton Schlosberg: I’m going to leave Rodney to do that. [Indiscernible]
Mark Astrachan: You believe in math right? Seriously I wanted to ask about international gross margins. I’m just curious how you think about the ability to potentially improve those in negotiating specifically better economics with the coast system as Monsters importance to the system and to their revenue and profitability increases. And I guess maybe thinking about it broadly, a lot of these agreements were struck nine years ago, so 10-year anniversary next year. I know some are up for renewal then. What about on a go forward basis and sort of how do you think about those discussions with the system?
Rodney Sacks: Yes. Mark thanks for that question. I want to put you in that position that’s dealing with the bottlers and you’ve got a lot of experience, I know, in talking to them, but that’s really a tough egg to crack. So we have to do it in different ways. We’ve got to look at commodities. We have to look at it in terms of pricing and we’ve got to look at it in a very judicious manner with the bottling community. We have a great business going and we’ve got to be very careful not to jeopardize the motivation behind the brands.
Operator: The next question comes from Peter Grom of UBS. Please go ahead.
Peter Grom: Thanks for taking my follow up here. I guess just on the price increase. Just the question I’ve gotten a few times. Is there anything you can share in terms of the magnitude of the U.S. fourth quarter price increase? Thanks.
Hilton Schlosberg: Peter. It’s really difficult because we’ve come to an assessment and before we go out to our bottlers and our retailers, it would not be appropriate for me to talk about that at this stage.
Operator: This concludes our question-and-answer session. I would like to turn the conference back over to Mr. Sacks for any closing remarks.
Rodney Sacks: Thanks. Thank you. On behalf of Monster, I’d like to thank everyone for their continued interest in the company. We continue to believe in the company and our growth strategy and remain committed to continue to innovate, to develop and differentiate our brands, and to expand the company both at home and abroad and in particular capitalizing on our relationship with the Coca-Cola bottling system. We believe that we are well positioned in the beverage industry and continue to be optimistic about the future of the company. We hope that you remain safe and healthy. Thank you very much for your attendance.
Operator: The conference is now concluded. Thank you for attending today’s presentation. You may now disconnect.
