Coca-Cola is finally taking a sip of the NFT wave! The global soft drinks manufacturer is sponsoring an event on Decentraland to celebrate International Friendship Day. During the virtual event on July 30, the iconic brand will auction off NFT Loot Box Collectibles on OpenSea.
Coca-Cola’s NFT Loot Box
The brand will auction off a four-piece collection featuring multi-sensory NFTs housed inside a Friendship Box, also an NFT. Coke packaged the offering as a loot box, an ode on the popular video feature involving sealed mystery.
The first piece is “ The Friendship Box,” which draws inspiration from Coca-Cola’s highly collectible 1956 retro vending machines. The design is a thing of digital beauty because the artists decorated the exterior with symbols of Friendship. Then, it fades upon opening to reveal the vintage vending machine as the first NFT.
The next piece is a custom Coca-Cola Bubble Jacket Wearable. It is a futuristic adaptation of Coke’s nostalgic delivery uniforms. The soft drinks giant will also include an unlockable version that users can wear in the Decentraland 3D virtual reality platform. In terms of aesthetics, it follows the brand’s color palette, fusing metallic red of the aluminum can and caramel brown of the delicious drink. In short, the wearable screams coke in every aspect.
The third piece, called “The Sound Visualizer,” captures recognizable audio cues related to sharing a Coca-Cola drink. For example, the pop of a bottle opening and the sound of a beverage hitting ice.
Lastly, the offering includes “The Friendship Card,” which brings back Coca-Colas famous friendship-inspired trading card from the 1940s to the digital world. In addition, the card bears the “Symbol of Friendship” moniker.
Coke will reveal the NFT loot box today, July 28. Meanwhile, the OpenSea auction will start on July 30 and close on August 2. In the spirit of loot boxes, additional unique and valuable surprises will be unveiled exclusively to the auction’s winning bidder when digitally opened.
More about the Auction
Selman Careaga, President, Global Coca-Cola Trademark, shared his excitement and high hopes over the brand’s first NFT Drop. He said, “Coca-Cola is one of the most collectible brands in the world, and it has shared its rich heritage with consumers through simple moments of joy for decades. We are excited to share our first NFTs with the metaverse, where new friendships are being forged in new ways in new worlds.” He also said that they carefully created all the elements in each NFT to reflect the core elements of the Coca-Cola Cola Brand.
Funds from the four-day auction will go to Special Olympics International. The global movement aims to end discrimination against people with intellectual disabilities through Sports. The funds will surely be used well because the organization delivers more than 30 Olympic-type sports and over 100,000 games and competitions yearly to promote the cause.
Real-life brands are coming to the Metaverse! Coca-Cola’s foray into NFTs affirms that metaverse is the future. Thus, companies and brands are racing to prepare for the shift in digital technology.
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