Coca-Cola to Auction Its First-Ever NFT Collectibles on International Friendship Day
27 Julio 2021 - 11:01PM
Business Wire
Auction opens July 30 via digital marketplace
OpenSea
Proceeds from four-day auction will be donated
to Special Olympics International, Coca-Cola’s friend and partner
for more than 50 years
NFTs reflect the multi-sensory experience of
Coca-Cola and were inspired by shared moments of friendship
Coca-Cola has created its first-ever NFT collectibles to
commemorate International Friendship Day on July 30. All Coca-Cola
proceeds from the four-day auction on digital marketplace OpenSea
will go to Special Olympics International.
Coca-Cola has long been known around the world for bringing
people together to experience simple, shared moments that surprise
and delight. 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.
Auctioned as a single lot, the four-piece collection features
multi-sensory NFTs housed inside a Friendship Box—itself an
NFT—packaged as a loot box, a play on the popular video game
feature involving sealed mystery “boxes”:
- 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.
In the spirit of loot boxes, additional unique and valuable
surprises will 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,” said Selman Careaga, president, Global
Coca-Cola Trademark. “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.”
Decentraland also will celebrate the launch of the Coca-Cola NFT
auction with an event in the metaverse.
The auction begins at 12:01 a.m. UTC on Friday, July 30, and
close at 8 p.m. UTC on Monday, Aug. 2. For more information, visit
https://maketafi.com/coca-cola-nft
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is a total beverage company
with products sold in more than 200 countries and territories. Our
company’s purpose is to refresh the world and make a difference. We
sell multiple billion-dollar brands across several beverage
categories worldwide. Our portfolio of sparkling soft drink brands
includes Coca-Cola, Sprite and Fanta. Our hydration, sports, coffee
and tea brands include Dasani, smartwater, vitaminwater, Topo
Chico, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Our
nutrition, juice, dairy and plant-based beverage brands include
Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re
constantly transforming our portfolio, from reducing sugar in our
drinks to bringing innovative new products to market. We seek to
positively impact people’s lives, communities and the planet
through water replenishment, packaging recycling, sustainable
sourcing practices and carbon emissions reductions across our value
chain. Together with our bottling partners, we employ more than
700,000 people, helping bring economic opportunity to local
communities worldwide. Learn more at www.coca-colacompany.com and
follow us on Twitter, Instagram, Facebook and LinkedIn.
About Special Olympics
Founded in 1968, Special Olympics is a global movement to end
discrimination against people with intellectual disabilities. We
foster acceptance of all people through the power of sport and
programming in education, health, and leadership. With more than
six million athletes and Special Olympics Unified Sports® partners
in over 190 countries and territories and more than one million
coaches and volunteers, Special Olympics delivers more than 30
Olympic-type sports and over 100,000 games and competitions every
year. Engage with us on: Twitter, Facebook, YouTube, Instagram,
LinkedIn and our blog on Medium. Learn more at
www.SpecialOlympics.org.
About Tafi
Founded in 2019, Tafi’s mission is to make personalized avatars
and branded digital content available to anyone to everyone who
wants to level-up their digital personality. Partnering with mobile
phone platforms and software applications, Tafi puts its
world-class avatar content engine at your fingertips. Learn more at
MakeTafi.com.
About OpenSea
OpenSea is the first and largest marketplace for user-owned
digital goods, which include collectibles, gaming items, domain
names, digital art, and other assets backed by a blockchain. For
more information, visit https://opensea.io.
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Nick Baxter: nick.baxter@blurred.london / 07792 854837
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