Stakeholder EngagementLaunchedCoca-Cola Plans To Release NFTs For Charity
Milestone Date: July 28, 2021
Coca-Cola, one of the world’s most loved and recognized brands, has announced its entry into the world of non-fungible tokens (NFTs) with a charitable purpose. The global beverage giant has partnered with developer Tafi to create a collection of NFTs inspired by video-game loot boxes.
The NFTs will be auctioned on the OpenSea marketplace for three days, starting on July 30, 2021, which is International Friendship Day. All proceeds will go to support Special Olympics International.
The four-piece collection, auctioned as a single lot, showcases multi-sensory NFTs enclosed within a Friendship Box — a unique NFT itself — presented in the form of a loot box. This concept draws inspiration from video game loot boxes, known for their sealed mystery content. The Coca-Cola NFTs will offer hidden surprises to the buyers, adding an element of excitement and exclusivity to the artwork.
Here’s what’s included in the collection:
The Friendship Box pays homage to Coca-Cola's iconic 1956 retro vending machines, with its exterior adorned with symbols of friendship and sharing. Upon opening, the vintage vending machine NFT is revealed as the first item.
The Coca-Cola Bubble Jacket Wearable is a futuristic jacket featuring effervescent fizz and design elements reminiscent of Coke's nostalgic delivery uniforms. It also offers an unlockable version for use in the Decentraland 3D virtual reality platform. The jacket reflects the Coca-Cola color palette, combining the metallic red of the aluminum can and the caramel brown of the beverage.
The Sound Visualizer captures the essence of sharing a Coca-Cola through recognizable audio cues, such as the pop of a bottle opening, the sound of the drink being poured over ice, the distinctive fizz, and the refreshing first taste.
The Friendship Card reimagines Coca-Cola's friendship-themed trading cards from the 1940s. These cards bear the "Symbol of Friendship" designation, embracing the spirit of camaraderie in a new format.
By Elizabeth Morrison
Published:July 28, 2021