The announcement by Coca-Cola, the world’s leading beverage manufacturer, came on August 7, which is when International Friendship Day is celebrated in the US (the first Sunday of August). The collection is inspired by bubbles inside a Coke bottle and has a unique “share-to-reveal” feature which makes artwork visible only after it was shared with a friend.
Coca-Cola NFT owners will enjoy exclusive perks and rewards, including Coke Studio-powered experiences, gaming events, and Coca-Cola Creations limited-edition product launches. The company also revealed it had planned several metaverse events throughout 2022 scheduled for Halloween (October 31) and International Singles' Day (November 11).
“We will continue to learn in this fast-moving space through limited-edition collectible launches tied to key cultural moments, with a focus on building our virtual ecosystem by surprising and delighting fans,” said Pratik Thakar, Head of Global Creative Strategy, Coca-Cola, in the official statement.
Coca-Cola itself isn’t a newcomer to using Metaverse to build brand loyalty and create immersive virtual experiences. The company dropped over 4,000 digital collectibles on International Friendship Day 2021 and launched a “loot box” auction benefiting Special Olympics International. It also released limited-edition NFT collections on International Burger Day and International Pride Day, the latter of which was created in collaboration with renowned South African fashion designer and LGBTQIA+ advocate Rick Minsi.
“International Friendship Day—which launched our metaverse journey in 2021—is the perfect milestone opportunity to thank and celebrate the people who have joined us,” Pratik Thakar said. “We hope to strengthen and expand our ‘Real Magic’ community by building connections through a variety of physical and virtual Coca-Cola experiences.”
