Coca Cola makes a foray into the virtual world with its first-ever NFT collection


The NFT scene is booming at the moment. And after brands such as Campbell’s and Team GB releasing their own non-fungible tokens, it’s time for Coca-Cola to scoot its way through with its first-ever NFT release on the occasion of International friendships day.


Designed in partnership with digital designer Tafi, the marquee will auction off the NFT loot box on OpenSea. It features specially curated digital apparel that can be worn in the virtual Decentraland metaverse and is a one-of-a-kind offering for fans.


Commenting on it, Josh Schwarber, global digital design senior director for Coca-Cola, in a statement, said, “The metaverse—which is borderless and ‘geo-less’—creates opportunities to connect with others like never before. We wanted to inject the core principles of Coca-Cola and celebrate both our heritage and ties to friendship.”


He further added, “This is such an exciting space because it’s so new, and we felt there is something cool about not knowing exactly what would be in the loot box. It provided a pathway to bring the idea of friendship to life, with each of the different components as a unique expression.”

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Remarking similarly, Selman Careaga, president of the Global Coca-Cola Trademark, said, “We are excited to share our first NFTs with the metaverse where new friendships are being forged in new ways in new worlds. 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.”

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The NFT will be presented as part of a Coca-Cola Friendship Box, which is a reimagined version of Coca-Cola’s iconic vending machine, also an NFT. It will contain unique digital assets such as a custom futuristic Coca-Cola Bubble Jacket, a sound visualizer, a Friendship Card bearing the “Symbol of Friendship” moniker, and more.

Tafi’s chief operating officer Ty Duperron in a statement to Drum, noted, “Coca-Cola is one of the most iconic brands in history, so with its beloved collectible memorabilia in mind, NFTs seems like a natural step forward today.” Well, we couldn’t have agreed more on that!

[Via: The drum]

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A lawyer with a zeal for writing, Ekta has a deep love for linguistics, travel, and philosophy. Not an adrenalin junkie but likes going on occasional hikes to beat the weekday blues. Her bucket list includes escapades to Vietnam, Cambodia, and Morocco.