Coca-Cola, one of the world’s largest beverage companies, has announced the surprise launch of an NFT collection on Polygon (MATIC). They have airdropped new NFTs to holders of their past collections on the Polygon network with an added twist for celebrating International Friendship Day.
The NFTs were created by Tafi, a digital avatar company. The art itself is generative, modeled after the classic coke bottle shape with a huge variety of animation and color palettes.
This is not Coca-Cola’s first NFT collection, but they aim to build on their fan loyalty by airdropping this new collection.
To mark the International Day of Friendship, Coke has introduced a special requirement where users must share their NFT with a friend in order for the art to be revealed.
Pratik Thakar, Head of Global Creative Strategy, Coca-Cola commented on the International Friendship Day collection saying, “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. We hope to strengthen and expand our ‘Real Magic’ community by building connections through a variety of physical and virtual Coca-Cola experiences.”
So far, these NFTs along with previous Coca-Cola collections are not focused on utility. However, Coke’s press release states, “As the community grows, digital collectible owners will gain access to rewards and perks, including Coke Studio-powered experiences, gaming events, and early access to Coca-Cola Creations limited-edition product launches.”
Additionally included in this press release are the anticipated events for Halloween in October and International Singles Day in November. It’s unclear if activations will mean new NFTs or use for existing NFTs.
In the past, Coke has contributed to NFT campaigns like International Burger Day, International Pride Day, and a “loot box” sale to assist Special Olympics International.
This is another high-profile brand win for Polygon, which has attracted huge names across industries to come to build their consumer-based products on the network, including Disney.