Coca-Cola Auctions Its First-Ever NFT

Aug. 1, 2021
Coca-Cola commemorated International Friendship Day on July 30 by creating its first-ever NFT collectibles that it put up for auction beginning July 30.

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Coca-Cola commemorated International Friendship Day on July 30 by creating its first-ever NFT collectibles that it put up for auction beginning July 30. According to the company, the proceeds from the four-day auction will go toward Special Olympics International.

The brand’s first NFT included digital collectibles that were created in partnership with developer Tafi, a creator of custom 3D content for avatar and emoji systems, and Virtue, the agency by Vice, which developed the initial concept.

Auctioned as a single lot, the four-piece collection features multi-sensory NFTs:

  • The Friendship Box reimagines Coca-Cola’s collectible 1956 retro vending machines for the metaverse.
  • A custom Coca-Cola Bubble Jacket Wearable, which delivered nods to Coke’s nostalgic delivery uniforms.
  • A sound visualizer, which captures the experience of sharing a Coca-Cola using instantly recognizable audio cues
  • And a Friendship Card that reimagines the design of Coca-Cola’s famous friendship-inspired trading cards from the 1940s for the digital world.

“We are excited to share our first NFTs with the metaverse, where new friendships are being forged in new ways in new worlds, and to support our longstanding friend and partner, Special Olympics International," said Selman Careaga, president, Global Coca-Cola Trademark. "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.”

About the Author

Erin A. Hallstrom

Erin Hallstrom oversaw our digital content strategy for the Food Processing brand from 2008-2023. She is now the Associate Director of SEO Strategy for Endeavor Business Media, where she holds technical certifications in both website analytics and search engine optimization. Most recently, she was named the 2022 Marianne Dekker Mattera Award Winner

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