Dive Brief:
- Coca-Cola has agreed to take over corporate sponsorship of the London Eye, the giant Ferris wheel on the River Thames.
- The Eye, sometimes called the Millennium Wheel, has been sponsored previously by British Airways and EDF Energy. Coke will take over for EDF in January.
- Terms of the deal were not disclosed. Branding images and a new "joint identity" will be revealed prior to January.
Dive Insight:
In celebration of the new deal, the Eye will glow red this evening. But we can't help but wonder if Coke's interest in the Eye is tied to the company's launch of Coke Life, which is branded with green labels in the UK and U.S. Presumably we'll know that's the case should the Eye glow green in the future.