joint venture with an unconsolidated bottling partner. Refer to Note 18 of Notes to Consolidated Financial Statements and see below for additional information on our productivity and reinvestment program as well as the Company's other productivity, integration and restructuring initiatives. Refer to Note 1 of Notes to Consolidated Financial Statements for additional information on the Venezuelan currency rate change. Refer to Note 19 of Notes to Consolidated Financial Statements for the impact these charges had on our operating segments. 

In 2013, the Company incurred other operating charges of $895 million, which primarily consisted of$494 million associated with the Company's productivity and reinvestment program;$195 million due to the impairment of certain intangible assets;$188 million due to the Company's other productivity, integration and restructuring initiatives; and$22 million due to charges associated with certain of the Company's fixed assets. Refer to Note 17 of Notes to Consolidated Financial Statements for further information on the impairment charges. Refer toNote 18 of Notes to Consolidated Financial Statements and see below for further information on the Company's productivity and reinvestment program, as well as the Company's other productivity, integration and restructuring initiatives. Refer to Note 19 of Notes to Consolidated Financial Statements for the impact these charges had on our operating segments. 

In 2012, the Company incurred other operating charges of $447 million, which primarily consisted of $270 million associated with the Company's productivity and reinvestment program; $163 million related to the Company's other restructuring and integration initiatives; $20 million due to changes in the Company's ready-to-drink tea strategy as a result of our U.S. license agreement with Nestlé terminating at the end of 2012; and $8 million due to costs associated with the Company detecting carbendazim in orange juice imported from Brazil for distribution in the United States. These charges were partially offset by reversals of $10 million associated with the refinement of previously established accruals related to the Company's 2008–2011 productivity initiatives, as well as reversals of $6 million associated with the refinement of previously established accruals related to the Company's integration of CCE's former North America business. Refer to Note 18 of Notes to Consolidated Financial Statements and see below for additional information on the Company's productivity, integration and restructuring initiatives. Refer toNote 19 of Notes to Consolidated Financial Statements for the impact these charges had on our operating segments. 

Productivity and Reinvestment Program 

In February 2012, the Company announced a four-year productivity and reinvestment program. This program is designed to assist us in strengthening our brands and reinvesting our resources to drive long-term profitable growth. The first component of this program is a global productivity initiative that will target annualized productivity of $350 million to $400 million. This initiative will be focused on four primary areas: global supply chain