August 10, 2022
By Anjali Kochhar
Beverage firm Coca-Cola has launched its generative NFTs (non-fungible tokens) on Polygon to celebrate International Friendship Day. The NFTs created by Tafi, an avatar-creating company, have a “unique share-to reveal” quality.
Taking to Twitter, Polygon Studios said, “Experience the real magic of friendship! @cocacola just launched first-of-a-kind, generative, and shareable collectibles #onPolygon to celebrate International Friendship Day.”
Further, the tweet said, “The collectibles have a unique share-to-reveal functionality where each artwork will reveal after being shared with a friend.”
The NFTs were airdropped to digital wallets of existing Coca-Cola NFT owners on July 30.
Recipients will be able to share a second International Friendship Day collectable with a friend to build the brand’s community of fans on the open blockchain.
“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,” said Pratik Thakar, Head of Global Creative Strategy, Coca-Cola.
“We hope to strengthen and expand our ‘Real Magic’ community by building connections through a variety of physical and virtual Coca-Cola experiences.”
Coca-Cola will remain active in the metaverse throughout 2022, with activations planned for Halloween (October) and International Singles Day (November).
“We will continue to learn in this fast-moving space through limited-edition collectible launches tied to key cultural moments,” Thakar said, “with a focus on building our virtual ecosystem by surprising and delighting fans.”
Coca-Cola has created more than 4,000 digital collectibles, starting on International Friendship Day 2021 with a “loot box” auction benefiting Special Olympics International.
The brand has since released limited-edition digital collectibles to International Burger Day and International Pride Day, the latter of which was a collaboration with acclaimed South African fashion designer and LGBTQIA+ advocate Rick Minsi benefiting OUT LGBT Well-Being.
About the author
Anjali Kochhar covers cryptocurrency stories in India as well as globally. Having been in the field of media and journalism for over three years now, she has developed a sharp news sense and works hard to present information that goes beyond the obvious. She is an avid reader and loves writing on a wide range of subjects.