Coca-cola is moving a step ahead from personalized drink bottles to customized digital wearable. Inspired by video-game loot boxes, Coca-Cola will issue its first NFT collectibles to commemorate International Friendship Day on Jul. 30.
Coca-Cola has partnered with digital art and avatar company Tafi to launch its first collection of NFTs. The sale will close on August 2. All bids must be placed with ETH.
All Coca-Cola proceeds from the auction will be donated to Special Olympics International, a global sports organization that provides children and adults with intellectual and physical disabilities, with year-round training and activities.
The NFT pack, called The Friendship Box, is inspired by “shared moments of friendship”. The NFT will be auctioned off at the NFT marketplace OpenSea as a single lot. It will contain four 1-of-1 multi-sensory NFTs plus exclusive mystery items revealed only to the winning bidder when the box is opened.
- The Friendship Box reimagines Coca-Cola’s highly collectible 1956 retro vending machines for the metaverse. A play on the loot box, the exterior is decorated with symbols of friendship and sharing that fade upon opening to reveal the vintage vending machine as the first NFT.
- A custom Coca-Cola Bubble Jacket Wearable—a futuristic jacket—is illuminated with effervescent fizz. Purposely designed with subtle nods to Coke’s nostalgic delivery uniforms. It also will include an unlockable version that can be worn in the Decentraland 3D virtual reality platform. Inspired by metaverse trends and utility, the jacket features the Coca-Cola color palette, fusing the metallic red of the aluminum can and caramel brown of the delicious drink.
- The Sound Visualizer captures the experience of sharing a Coca-Cola using instantly recognizable audio cues: the pop of a bottle opening, the sound of a beverage being poured over ice, the unmistakable fizz and that first refreshing taste.
- The Friendship Card reimagines the design of Coca-Cola’s famous friendship-inspired trading cards from the 1940s for the digital world. The cards bear the “Symbol of Friendship” moniker.
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“Each NFT was created to celebrate elements that are core to the Coca-Cola brand reinterpreted for a virtual world in new and exciting ways,” said the president of the global Coca-Cola trademark, Selman Careaga. “We are excited to share our first NFTs with the metaverse where new friendships are being forced in new ways in new worlds.”
