Coca-Cola Launches First Friendship Day NFT Collection

Coca-Cola will auction its first collection of non-fungible tokens (NFTs), designed in partnership with digital designer Tafi. 

In celebration of International Friendship Day on July 30, Coca-Cola will auction off an NFT loot box on OpenSea. It contains Tafi-designed digital apparel that can be worn in the virtual Decentraland metaverse.

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

Coca-Cola jumps on the NFT train

Tafi is a designer of avatars and digital wearables, in addition to a digital strategy and development partner of the beverage company’s. Coca-Cola worked in collaboration with Tafi on the NFTs, as well as Vice agency Virtue, who developed the initial concept.

These NFTs are included as part of the Coca-Cola Friendship Box. This is a reimagined version of Coca-Cola’s iconic vending machine, also an NFT. The box contains three unique digital assets. The first is a custom futuristic Coca-Cola Bubble Jacket, illuminated with effervescent fizz and designed with subtle nods to Coke’s vintage delivery uniforms. An unlockable version can be worn in the Decentraland 3D virtual reality platform. 

The Coca-Cola Friendship Box also includes a sound visualizer, which captures the experience of sharing a Coca-Cola. It does this using recognizable audio cues, such as the ‘pop’ of a bottle opening, the sound of a beverage being poured over ice, or characteristic fizz. Finally, in addition to a Friendship Card, bearing the “Symbol of Friendship” moniker, the box contains surprises unveiled upon opening.

Fashion NFTs

Besides Coca-Cola, other actual fashion brands have started investing in wearable NFTs. Earlier this month, fashion house Dolce & Gabbana launched its first NFT collection, the Collezione Genesi’ or the ‘Genesis Collection,’ and earlier this year, Gucci started selling digital sneakers.

In addition to digital assets, some companies offer physical “twins” of purchased NFTs. For instance, winning bidders of the brand Clothia receive bespoke real-life dresses corresponding to their purchased NFT.

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