Coca-Cola to Auction Its First-Ever NFT Collectibles on International Friendship Day
Proceeds from four-day auction will be donated to
NFTs reflect the multi-sensory experience of Coca-Cola and were inspired by shared moments of friendship
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-Colacolor 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
Decentraland also will celebrate the launch of the Coca-Cola NFT auction with an event in the metaverse.
The auction begins at
Founded in 1968,
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.
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.