Coca-Cola, one of the most well-known brands in the world, is planning to release a collection of nonfungible tokens (NFTs) to raise money for Special Olympics International, a cause that The Coca-Cola Company has supported since its founding in 1968.

The NFTs were created to commemorate International Friendship Day on July 30, and will be sold via a four-day auction on OpenSea.

According to Coca-Cola, the NFTs will be auctioned as a single lot, and is a four-piece collection which features multi-sensory NFTs housed inside a Friendship Box—itself an NFT. It also draws inspiration from loot boxes, a play on the popular video game feature involving sealed mystery “boxes”.

Coca-cola’s first digital collectibles

Coca-Cola NFT
Image Credit: The Drum

The brand’s first digital collectibles—inspired by shared moments of friendship—were created in partnership with developer Tafi, the leading creator of custom 3D content for avatar and emoji systems, and Virtue, the agency by Vice, which developed the initial concept.

Here are the contents of Coca-Cola’s NFTs, according to its press release:

  • The Friendship Box reimagines Coca-Cola’s highly collectible 1956 retro vending machines for the metaverse. A play on the loot box, the exterior is decorated with symbols of friendship and sharing that fade upon opening to reveal the vintage vending machine as the first NFT.
  • A custom Coca-Cola Bubble Jacket Wearable—a futuristic jacket—is illuminated with effervescent fizz, purposely designed with subtle nods to Coke’s nostalgic delivery uniforms. It also will include an unlockable version that can be worn in the Decentraland 3D virtual reality platform. Inspired by metaverse trends and utility, the jacket features the Coca-Cola color palette, fusing the metallic red of the aluminium can and caramel brown of the delicious drink.
  • The Sound Visualizer captures the experience of sharing a Coca-Cola using instantly recognizable audio cues: the pop of a bottle opening, the sound of a beverage being poured over ice, the unmistakeable fizz and that first refreshing taste.
  • The Friendship Card reimagines the design of Coca-Cola’s famous friendship-inspired trading cards from the 1940s for the digital world. The cards bear the “Symbol of Friendship” moniker.

Additional unique and valuable surprises will also be unveiled exclusively to the auction’s winning bidder when digitally opened.

“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, and to support our longstanding friend and partner, Special Olympics International. 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.”

Selman Careaga, President, Global Coca-Cola Trademark

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