The iconic London Eye – one of the world’s tallest observation wheels – is lighting up the city with Coke's trademark shade of red thanks to a new high-profile sponsorship.

Centrally located along the River Thames, the Coca-Cola London Eye, as it's now known, soars to a height of more than 440 feet. This feat of design and engineering showcases breathtaking, 360-degree views of the capital and its famous landmarks. The London Eye is the most popular paid tourist attraction in the UK, with more than 3.5 million annual visitors.

Coca-Cola Great Britain announced the sponsorship last September, and the rebranded Coca-Cola London Eye opened in January. Throughout the year, Coca-Cola Great Britain will use the sponsorship to bring extra moments of happiness to visitors.

Happiness Capsules

On February 17, to the surprise and delight of thousands of visitors during the half term holidays, the Coca-Cola London Eye’s passenger pods were transformed into "happiness capsules."

Overnight, the pods were decorated in three different themes – a tropical beach, a typical English garden and a cosy living room – providing a welcome escape from winter and spreading happiness to London’s South Bank.

Beach lovers longing for summer had the chance to view some of London’s best known landmarks from a deckchair, complete with a Hawaiian garland and balmy temperatures, making the winter chill outside easy to forget.

Happiness blossomed through an early taste of spring in the English country garden pods, decorated with a blossom tree, butterflies and ladybirds.

And the capsules turned into living rooms offered visitors the ultimate home comforts, as they relaxed on leather armchairs and enjoyed a board game with friends.

“We are always looking for new and different ways to create fun and exciting moments,” says Nicola Ratcliffe, general manager, Coca-Cola London Eye. “Our guests got a very pleasant surprise when they stepped into the specially themed capsules. It was such a pleasure to watch the expressions on unsuspecting guests’ faces as they entered these havens of happiness – perfect to get rid of the winter blues."