In commemoration of this year’s World Friendship Day, Coca-Cola is joining forces with Tafi, Decentraland and OpenSea to launch and auction off its first-ever non-fungible tokens (NFTs) collectibles, according to a press release on July 28, 2021.
Coke Rolls Out Own NFTs
As part of preparations to mark the upcoming World Friendship Day, the global soft drinks brand, Coca-Cola is collaborating with players in the blockchain ecosystem, including Decentraland (MANA) to foster community engagement through NFTs. and
As stated in its press release, the four-piece collection of collectibles are designed in collaboration with Tafi, a firm that is focused on making it possible for brands and individuals to create customized avatars & branded digital content and it features multi-sensory NFTs housed in a “Friendship Box.”
The team says the Friendship Box is a play on the loot box and it reimagines its 1956 retro vending machines for the metaverse. The Friendship Box NFT houses three other unique digital collectibles: a Coca-Cola bubble jacket wearable illuminated with effervescent fizz, a sound visualizer that captures the experience of sharing a coke, and the friendship card, which reimagines the brand’s trading cards from the 1940s.
The NFT Auction
Importantly, the NFT auction is slated to begin on the OpenSea marketplace at exactly 12:01 A.M UTC on July 30, 2021, and close on August 2, 2021, at 8 P.M. UTC. The team has hinted that the winning bidder will get additional unique NFTs in the friendship box.
What’s more, the team has made it clear that Decentraland will celebrate the Coca-Cola NFT launch with an event in its metaverse.
Commenting on the project, Selman Careaga, president, Global Coca-Cola Trademark said:
“We are excited to share our NFTs with the metaverse, where new friendships are being forged in new ways new words, and to support our longstanding friend and partner, Special Olympics International. 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.”
While the Coca-Cola brand has received its fair share of criticisms in recent times, the 129-year-old company remains one of the global brands actively exploring the potential blockchain technology.
As reported by BTCManager last August, Coke One North America (CONA), a tech partner of the region’s top Coca-Cola bottlers adopted blockchain technology in a bid to promote efficiency in its supply chain management.
In June 2020, Coca-Cola Amatil joined forces with Centrapay to make it possible for Australian and New Zealand residents to buy a coke with bitcoin () and other cryptos from vending machines.