Coca-Cola is marking its one-year anniversary in the metaverse with a pristine release of limited-edition digital collectibles. The drop is scheduled for release on International Friendship Day i.e. on Saturday, July 30, and the collectibles will be airdropped by the brand to members of its existing collectible community.
Coca-Cola’s journey in the metaverse
The beverage giant began its journey in the metaverse debut last summer with its ‘Friendship Day Loot Box,’ which contained a variety of one-of-one digital collectibles. These collectibles also included a virtually wearable NFT puffer jacket.
Further, the brand continued its endeavors to establish a substantial foothold in the web3 space. It quickly followed up on that initial campaign with two collectible digital drops in 2022: one on Hamburger Day (May 28), and another on International Pride Day (June 28).
Anyone who owns collectibles from any of these drops will acquire Coca-Cola’s new International Friendship Day collectible through Airdrop instantly to their digital wallets this Saturday.
In a press release, Coca-Cola mentions that in the spirit of friendship, it’s the latest digital collectible that features a design inspired by the bubbles within every Coke bottle and can be shared with one other person. Once it is shared, the unique artwork will be disclosed to both holders.
Pratik Thakar, Coca-Cola’s Head of global creative strategy, mentions in a statement that bringing people together in shared moments has constantly been at the heart of Coca-Cola. Entering the metaverse a year ago was their first step to connecting with people in a totally new and inspired way. International Friendship Day solidifies the company’s commitment to the exciting and ever-changing digital world to create their community while providing the perfect chance and milestone to thank and celebrate friendship with people who have been part of their metaverse journey.
He also stated that they were excited to extend their community and share moments of delight in Coca-Cola’s Real Magic universe.
Coke’s strategy for entering into the metaverse and thus probably garnering more appeal among a more youthful audience has extended past digital collectibles. In April, the brand launched ‘Byte,’ a limited-edition, sugar-free cola, which was marketed as having “the flavor of pixels” and precisely targeted at the increasingly massive gaming community.
The brand’s new digital collectibles were created in collaboration with 3D content developer Tafi. Tafi also worked on Coke’s 2021 Friendship Day digital collectibles drop and the Vice-owned agency Virtue which also operated on Coke’s Byte product launch.
Coca-Cola’s net earnings for the second quarter of 2022 were up around 12% in comparison to the same period last year.
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