01/08/2021 Coca-Cola to launch NFTs in Decentraland

 

coca-cola nft non fungible token

Avatar developer Tafi has partnered with Coca-Cola to launch branded virtual wearables as non-fungible tokens (NFTs), including a ‘wearable’ jacket for avatars in the Decentraland metaverse. This will be Coca-Cola’s first NFT collection and is a celebration of International Friendship Day. Proceeds of the auction will go towards the Special Olympics. 

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The NFT is a “Coca-Cola Friendship Box” inspired by vending machines. Inside the box there are three unique NFTs: a branded bubble jacket, a sound visualizer (such as the sound of a bottle opening or a beverage being poured over ice), and friendship card inspired by the collectible trading cards launched by Coca-Cola in the 1940s. The boxes include additional prizes to be unveiled when opened.

One feature specific to this NFT launch is that the digital assets can be worn within the virtual world Decentraland. Coca-Cola will even host a “Rooftop Party” on the platform to celebrate the launch.  

“Coca-Cola is one of the most collectible brands in the world, sharing 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, in celebration of International Friendship Day and in support of our longstanding friend and partner, Special Olympics.”

Meanwhile, Tafi has an avatar creation platform and partners with brands to develop avatars, avatar clothing, and NFT collections. The company has partnerships with Samsung for AR Emoji’s clothing, VRChat for in-chat avatars, and clothing brand Champions for NFTs, among others. 

The NFTs launched in partnership with Coca-Cola were developed alongside creative agency Virtue and will be auctioned on marketplace OpenSea for 92 hours beginning on July 30. 

This is Coca-Cola’s first use of blockchain to enhance engagement and brand awareness in virtual worlds. Coke One North America (CONA), a company that is independent of Coca-Cola but handles its bottling, has previously used the technology to address logistical matters such as the bottling supply chain. CONA announced last year it was to trial public Ethereum blockchain technology Baseline Protocol, and it invested in digital asset payments platform Centrapay for vending machine transactions. 

Arts

https://www.ledgerinsights.com/coca-cola-to-launch-nfts-in-decentraland/

Interesting NFTs
Fuku-Shiva
The term “Fuku” refers to fortune or good luck. “Shiva” refers to the Hindu deity who represents strongly polar qualities, both severe and delicate. On a beach inspired by adventures on Phi Phi island in Thailand, three youths cavort. Two are representational figures and the third is psychologically rendered. A dynamic relationship ensues between the triad; a reciprocity of active and passive states. The boy on the right engages in maneuvers of evasion, defense, and is dressed in a speedo which reiterates the colors and symbolism of the caution tape on the left and upper right frame of the composition. In concurrent reaction the psychedelic figure shoots out a rocket powered paper airplane. The nude boy seated in the froth and sand approaches in passive repose, and is met with active attention but equal physical reserve by the psychedelic being. Perhaps the most naked figure is also the least representational. Looming large, dynamic, and active, it engages its companions playfully. Various symbols interject into the otherwise naturalistic scene, most notably a beach ball and two contaminated barrels nested in the sand. The upright barrel reads “FukuShima” in Kanji. The barrel laying down reads “Dharma”. To the left the scene is bounded by caution tape, reiterating the danger of the nuclear waste while also hosting alien archetypes, whose presence, as is the nature of these entities, runs up and just behind the consciousness of the psychedelic figure’s eggshell-like skull.
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