Latest to enter the metaverse after news of brands and figures such as Campbell’s and Team GB releasing their own non-fungible tokens (NFTs) is Coca-Cola. Its first-ever NFT collection is scheduled for release July 30, to mark the date of International Friendship Day.
“The metaverse—which is borderless and ‘geo-less’—creates opportunities to connect with others like never before,” Josh Schwarber, global digital design senior director for Coca-Cola, says in the announcement. “We wanted to inject the core principles of Coca-Cola and celebrate both our heritage and ties to friendship.”
In the brand’s statement, Selman Careaga, president of the Global Coca-Cola Trademark, points out that Coca-Cola is “one of the most collectible” globally. It’s true, and its entry into NFTs—collectibles of a new age—seems almost like a pre-destined next step.
Four unique Coca-Cola NFTs are going to be up for grabs in a single ‘loot box’, a concept borrowed from the gaming feature of sealed mystery boxes, with contents revealed only after purchase. All four are auctioned as a single lot; and, the box itself, the Friendship Box, is one of the NFTs. Unrevealed exclusively to the purchaser during digital unboxing, they will also receive “hidden surprises” alongside their four unique tokens.
The other three are its contents: a Coca-Cola bubble jacket, sound visualizer, and a friendship card. The jacket, designed in red to attest to the iconic cans and brown as a reflection of the delicious drink inside, is wearable within the Decentraland 3D VR universe.
The sound visualizer uses motion to illustrate the sounds one would expect when popping open a bottle of Coke on a sweltering summer day: the pop of the opening, the drink being poured out, an “unmistakable fizz,” and an “ahhh…” of relaxation when the first sip hits. And finally, the friendship card reworks original artwork from a 1947 set of Coca-Cola trading cards, created to symbolize friendship and refreshment post-WWII.
Image via Coca-Cola
Decentraland is holding a ‘can-top’ party event in the metaverse to celebrate the launch of the NFT auction, which is taking place at 12:01am UTC on Friday, running until Monday, August 2 via OpenSea. Proceeds from the auction will go to Coca-Cola partner Special Olympics International.
Introducing the first-ever Coca-Cola NFTs! To celebrate International Friendship Day, we’ll be donating all proceeds to our longtime friend and partner @SpecialOlympics. Check them out on @opensea. #NFTCommunity #OpenSeaNFThttps://t.co/SIJ0HnNfdu pic.twitter.com/Rusj2UJuE6
— Coca-Cola (@CocaCola) July 28, 2021
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