To celebrate “International Friendship Day 2022”, Coca-Cola released a new collection of unique Coca-Cola NFT tokens (Non-Fungible Tokens) to complement the initial collection and delight fans once again.
Adds NFT sparkle for brand loyal consumers
As a way to reward existing Coca-Cola fans who had already participated in the company’s visionary implementation of all things Metaverse-influenced iteration, Pratik Thakar, Head of Global Creative Strategy, said:
“International Friendship Day – which started our walk in 2021 – is the perfect opportunity to thank and celebrate the people who have joined us.
The latest Coca-Cola NFT version, with a design inspired by the unmistakable fizz in a Coca-Cola bottle, deployed on the Polygon blockchain with the Ethereum scaling solution. The NFTs were sent for free to existing holders’ digital wallets.
The NFTs feature themes of friendship and unity in line with the company’s commitment to supporting various causes and community groups, including its support of Pride Month which released 136 unique collectible NFTs created by a South African designer and LBGTQIA+ activist, Rick Minsi.
The company has also made clear its commitment to equality in the workplace, announcing in a recent statement that:
“The Coca-Cola Company is committed to championing diversity, equity and inclusion through its workplace culture, community partnerships, philanthropy and strategic initiatives.
It’s clear that they plan to use the brand’s ongoing commitment to blockchain and metaverse technology to celebrate aspects of all of the above.
Flying forward into a virtual world
That one of the world’s most recognizable brands is embracing the early stages of the metaverse is certainly a testament to the great potential of this rapidly expanding region. With a current brand value of over $40 billion, one would think that they would be happy to play it safe and continue with the traditional methods of marketing and promotion that have clearly worked for them so far. However, this is clearly not the case.
On the contrary, the company has admitted that embracing virtual Coca-Cola collectibles is absolutely the way forward. The Coca-Cola NFTs released so far are just the beginning and the company has expressed its intention to continue on this path with vigor and of course new NFTs.
Last year saw the launch of Coca-Cola’s ‘Real Magic’ campaign. As stated in a press release at the time, the “Real Magic” brand philosophy is rooted in the insight that magic lives in unexpected moments of connection that elevate every day to the extraordinary – a timeless learning that feels more important than ever in today’s world. an overconnected yet divided world.’
The company has captured a wide range of visual images with a global network of artistic talent from photographers, artists and illustrators. This virtual Coca-Cola experience helps them build their brand for the future and enter new worlds.
Global Vice President of Design, Rapha Abreu notes that “This is the most diverse visual representation of the Coca-Cola brand in our history, and metaverse is the perfect way for the company to go down to do this.”
Current plans include implementing gaming and video technology where fans can win unique prizes by finding hidden codes and entering them on a Coca-Cola “microwebsite” to win a share of one of Bit’s biggest prize pools, a form. of virtual goods mainly used to encourage Twitch streamers.
The bottle is open
Last year, Coca-Cola’s NFT online auction raised an incredible winning bid of $575,883.61, the proceeds of which were donated to the Special Olympics. Special Olympics has long been a partner of Coca-Cola. Coca-Cola is building relationships with leading players such as Virtue and Tafi who are all key players in the ever-growing Metaverse. So while the company isn’t directly revealing its plans for the next stage of its NFT love affair, perhaps not to warn them. with arch-rivals Pepsi jumping on the bandwagon last year, it’s clear we’ll be seeing exciting developments from Coca-Cola in the real world and the fast-growing Metaverse soon.
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