Coca-Cola launches NFTs with Polygon to celebrate International Friendship Day
Since launching its first NFT collection in July 2021, Coca-Cola has been active in rolling out multiple NFT collections. Its latest collection was launched on August 8, on the eve of International Friendship Day via the Polygon blockchain.
A total of 4,000 NFTs were developed in partnership with the developer of custom 3D content for avatars Tafi and Vice released on the eco-friendly blockchain Polygon. Polygon was among the six companies selected for Disney’s Accelerator program this year.
The collection took inspiration from the bubbles within Coca-Cola bottles and ‘themes of connection and unity’. When an NFT holder shares the NFTs with a friend, the artwork will be revealed. The collection also includes a ‘loot box’ auction, proceeds of which will benefit Special Olympics International, International pride day, and International Burger day.
The NFTs were airdropped to the wallets of existing Coca-Cola NFT holders on July 30.
Further, holders of the collection will enjoy utilities, rewards and other perks like Coke Studio-powered experiences, gaming events, and early access to Coca-Cola product launches.
Coca-Cola’s Head of Creative Strategy Pratik Thakar 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 building connections through a variety of physical and virtual Coca-Cola experiences.’ he added.
Thakar further elaborated that the company will continue to learn in the rapidly-evolving space through experiences in NFT launches with themes on major cultural events.
Earlier this year, Coca-Cola dropped its Metaverse version of Coca-Cola Zero Sugar Byte and described it as ‘pixel-flavoured’. The NFT drink came with Metaverse gaming utilities, which allows players to join an 8-bit game and contained cultural statements and packaging designs that wooed its Gen Z consumers.
In June this year, the drinks company launched The Coca-Cola NFT Pride Collection to benefit the LGBTQ+ community.