Coca-Cola drops pride NFT collection: NFTs OUT for LGBTQIA+ Organizations

Coca-Cola is celebrating International Pride Day with the launch of NFT’s Coca-Cola Pride Collection in a partnership with the celebrated South African fashion designer and a leading campaigner for African LGBTQIA+ rights, Rich Mnisi. 

In addition, Coca-Cola also worked with Vice’s inventive company Advantage, and Tafi, a platform that develops personalized avatars and branded digital content.

What’s more, Coca-Cola will donate all proceeds from initial and secondary sales to an LGBTQIA+ community organization called OUT. OUT is the second-oldest South African organization serving the LGBTQIA+ community by providing physical and mental health and fitness care.

A limited run of 136 NFTs is now available on the Coca-Cola Pride Satisfaction Assortment website. It is worth noting that buyers will mint on the Polygon network to allow NFT buyers to enjoy lower transaction costs and minimize carbon footprint. Lastly, NFTs are available for a price of 335 MATIC (currently around US$ 150).

Previously Coca-Cola launched multiple NFT initiatives, the first of which celebrated International Friendship Day, and garnered a winning bid of US$ 575,883.61 in July 2021. The NFTs reimagined the brand’s core visual elements, namely their retro vending machines and incorporated ‘dynamic motion, movement and multisensorial elements—inspired by shared moments of friendship’. It also included a sound visualizer, friendship card and a bubble jacket that users can wear in Decentraland’s Metaverse. All proceeds from the NFT auction benefitted Special Olympics International, a company that helps Coca-Cola meet its corporate social responsibility (CSR) goals.

Photo:Coca-Cola