Metaverse and NFT

Coca-Cola: collections of NFT launched on the eve of International Friendship Day

Coca-Cola launched new collections of NFTs on August 8, on the eve of International Friendship Day 2022.

These new collections are built on the Polygon Blockchain, which is an Ethereum scaling solution that was recently named one of six companies selected for the Disney Accelerator 2022 program. And NFTs were created by Tafi, a company that specializes in digital avatars.

A partnership with Tafi

Coca-Cola has partnered with digital avatar company Tafi to launch its first collection of NFTs, or non-fungible tokens. As a reminder, these are unique digital collectibles registered on the blockchain. The auction is taking place on the OpenSea marketplace until midnight on August 2. All bids must be placed with ethers (ETH) .

Collectors can purchase a “Coca-Cola Friendship Box,
a digital version of a vending machine that contains 3 surprises. At the time of writing, the highest bid is 60 ETH, or about $155,000.

Coca-Cola will donate the proceeds from the sale to Special Olympics International, an organization that aims to end discrimination against people with intellectual disabilities.

While this is not Coca-Cola’s first NFT collection, the company hopes to build fan loyalty by dropping the new collection to anyone who has received one of their previous NFTs, with a special addition for International Friendship Day.

The plan is for the new NFTs to be dropped or sent free of charge to the wallets of all Coca-Cola NFT holders on July 30, and for the recipient to share the second collectible with their friend, creating “the fan brand community in the open blockchain.” The new NFTs are designed after the “bubble inside the bottle” and also “themes of connection and unity.”

Thakar, Coca-Cola’s head of global creative strategy, said:
“International Friendship Day – which launched our metaverse journey in 2021 – is the perfect milestone opportunity to thank and celebrate the people who have joined us. We hope to strengthen and expand our ‘Real Magic’ community by connecting through a variety of physical and virtual Coca-Cola experiences.”


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