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Coca-Cola Share the Feels Brings Emotional OOH to the UK
Coca-Cola's Share the Feels is a 2025 integrated and OOH outdoor campaign created by DAVID Miami that extends the brand's long-running Share a Coke personalisation platform by combining two first names to produce emotionally charged words, running across the United Kingdom with a flagship placement at Piccadilly Circus.
The campaign launched on April 24, 2025, and ran throughout that month across the UK market. Where Share a Coke placed a single individual's name on a bottle, Share the Feels shifts the logic from identity to connection: two names, placed side by side on outdoor executions, combine to form words such as FIRE, PARTY and MAGIC. The creative concept advances a narrative that Coca-Cola moments are defined not by who you are alone, but by what you become together. This structural evolution positions the campaign within Coca-Cola's wider Real Magic global brand platform, which the company introduced in 2021 around the theme of human connection and collective optimism, as documented by Little Black Book Online.
The integrated campaign was developed under the WPP Open X model, with DAVID Miami serving as lead creative agency. Essence Mediacom provided strategic media support and Ogilvy PR handled public relations, according to Little Black Book Online and The Drum. The Piccadilly Circus placement anchors the UK execution in one of the country's most visible and culturally resonant advertising environments, giving the campaign immediate scale and earned media potential. In the United Kingdom, outdoor advertising of this kind functions simultaneously as a brand statement and a social media prompt, extending reach well beyond the physical site. The campaign contains one primary media asset, making creative discipline and conceptual clarity central to its effectiveness.
Coca-Cola built Share the Feels on a consumer insight that shared experiences carry more emotional weight than individual moments. The campaign's strategic foundation sits inside the Real Magic platform, which Little Black Book Online documents as a global framework centred on human connection and the idea that meaningful things happen between people rather than to them in isolation. By evolving the Share a Coke mechanic from a single name to a combination that produces a feeling, DAVID Miami translated that platform logic into a tangible, readable outdoor format suited to the United Kingdom's high-density urban advertising landscape.
The United Kingdom represents a mature and competitive market for non-alcoholic drinks. The UK soft drinks sector has demonstrated consistent resilience, with the British Soft Drinks Association reporting sustained category growth in recent years driven by consumer demand for variety and emotional brand affinity. Within this environment, Coca-Cola competes directly with PepsiCo, whose brand has historically contested personalisation and cultural relevance as competitive battlegrounds, and with Fever-Tree, which has repositioned premium soft drinks as experiential rather than purely functional in the UK market. Share the Feels addresses this competitive dynamic by anchoring Coca-Cola's emotional proposition in a creative device that is both instantly legible and socially shareable, rather than relying on flavour innovation or format extension alone.
As reported by The Drum, coverage by senior reporter Amy Houston on April 24, 2025 framed the campaign as Coca-Cola doubling down on personalisation, signalling that the brand sees deepening an established equity as more strategically sound than introducing an entirely new platform. The decision to lead with OOH outdoor in the UK, centred on Piccadilly Circus, reflects a media strategy that prioritises cultural visibility and mass reach as the foundation for an integrated narrative that PR and digital layers then amplify.
Share the Feels demonstrates deliberate creative restraint. The entire concept rests on a typographic device: two names, rendered in Coca-Cola's established visual language, that together spell an emotion. The execution demands precision in letter selection and name pairing, since the combination must read as both a personal reference and a universal feeling simultaneously. This constraint is the creative idea, and it disciplines every execution that flows from it.
The campaign was developed at DAVID Miami under Chief Creative Officers Pancho Cassis, Daniel Lobatón, Edgard Gianesi and Andrew Keller, with Jason Wolske serving as Executive Creative Director, according to Clapboard and Little Black Book Online. Art direction was handled by Frederico Gasparian and Alexis Santanella. Production was overseen by Brenda Morrison Fell and Tomas Diego. Strategic planning drew on the work of Alessandra Rebecchi, Martha Lawless and Paula Vampre. The broader team included Chief Operating Officer Sylvia Panico and Head of Digital Toni Ferreira, with Islam ElDessouky credited in a client-side capacity, as documented by Clapboard and Little Black Book Online.
The Piccadilly Circus placement is not incidental to the creative execution: it is integral to it. Piccadilly Circus functions as a cultural landmark in the United Kingdom, and an OOH placement there carries connotations of national significance that most media environments cannot replicate. The campaign's integrated structure, supported by Essence Mediacom on media and Ogilvy PR on earned coverage, means the outdoor asset was designed to travel beyond its physical location. The single media asset approach, as noted in Clapboard's campaign documentation, places full creative weight on the concept itself rather than distributing attention across multiple executions, a discipline that tends to sharpen the narrative impact of an outdoor-led campaign.
No verified performance data for Share the Feels is publicly available at the time of writing. Campaign metrics including reach figures, engagement rates or sales attribution have not been disclosed by Coca-Cola, DAVID Miami or any of the named supporting agencies. Analysis here is therefore structural rather than empirical.
Clapboard rates Share the Feels at 64 out of 100, a score that reflects the campaign's conceptual clarity and cultural placement while acknowledging the limitations inherent in a single-asset execution without publicly documented results. The score positions the campaign as competent and strategically coherent rather than exceptional, which is consistent with a campaign that extends an established platform rather than redefining it.
Structurally, the campaign's strengths are concentration and legibility. The typographic name-combination device is immediately graspable, requires no explanation and scales naturally across the outdoor formats dominant in the United Kingdom. The Piccadilly Circus anchor provides the kind of high-status media placement that generates press coverage independently of paid distribution, supporting Ogilvy PR's earned media brief. The integrated structure connecting outdoor, PR and digital layers through Essence Mediacom and Ogilvy PR creates a framework for multiplying the reach of a single creative idea, which is the appropriate model for a market like the UK where cultural resonance amplifies media investment. The campaign's primary structural risk is its dependence on the name-pairing mechanic landing as both personal and universal at the same time, a balance that outdoor formats must achieve in seconds without the benefit of context or narrative duration.
Share the Feels is a 2025 Coca-Cola integrated and OOH outdoor campaign created by DAVID Miami for the United Kingdom market. It combines two first names to produce emotionally charged words such as FIRE, PARTY and MAGIC, extending the logic of the original Share a Coke personalisation platform into the territory of shared human connection.
DAVID Miami created Share the Feels under the WPP Open X agency structure. Chief Creative Officers Pancho Cassis, Daniel Lobatón, Edgard Gianesi and Andrew Keller led creative development. Essence Mediacom provided media strategy support and Ogilvy PR handled public relations, according to Little Black Book Online and Clapboard.
Share the Feels ran across the United Kingdom in April 2025, with a flagship OOH outdoor placement at Piccadilly Circus in London. Piccadilly Circus serves as a culturally prominent advertising landmark in the UK, giving the campaign immediate national visibility and significant earned media potential beyond the physical site itself.
Share a Coke placed a single individual's name on packaging. Share the Feels combines two names to spell a collective feeling such as MAGIC or PARTY, shifting the personalisation mechanic from individual identity to shared experience. As documented by Little Black Book Online, this evolution sits within Coca-Cola's Real Magic global brand platform introduced in 2021.
Clapboard rates Share the Feels at 64 out of 100. The score reflects the campaign's strong conceptual legibility and culturally prominent UK media placement at Piccadilly Circus, while accounting for its single-asset structure and the absence of publicly available performance data to verify real-world impact against Coca-Cola's stated objectives.
Essence Mediacom provided strategic media planning and buying support across the United Kingdom. Ogilvy PR managed earned media and public relations. All three agencies operated under the WPP Open X collaborative model, according to Little Black Book Online and The Drum's launch coverage published on April 24, 2025.
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