• Coca-Cola’s new ‚Masterpiece‘ NFT collection generated $543,660 in proceeds from Coinbase’s “Onchain Summer” event.
• The collection features artworks from iconic creatives such as Edvard Munch and Johannes Vermeer, alongside contemporary pieces from emerging artists.
• This is the latest initiative undertaken by Coca-Cola to embrace the NFT space, joining their International Friendship Day and Pride Month initiatives.
Coca Cola Embraces NFT Space with Masterpiece Collection
Coca-Cola has just unveiled its ‘Masterpiece’ collection, a curated assembly of digital artwork endorsed by the company which was recently put up for sale at Coinbase’s “Onchain Summer” event. The event generated over $543,660 in proceeds over 72 hours with more than 80,000 collectors acquiring eight distinct pieces of art.
Collection Features Iconic Artworks
The collection features artworks from renowned creatives such as Edvard Munch’s iconic painting “The Scream” and Johannes Vermeer’s famous work “Girl with a Pearl Earring“, as well as contemporary pieces from emerging artists including Fatma Ramadan, Aket, Vikram Kushwah, Stefania Tejada and WonderBuhle. Pratik Thakar, Coca-Cola’s senior director of generative AI expressed his enthusiasm about the campaign: “At Coca-Cola, our history of collaboration with the artistic community spans eras, and today’s technology and innovation open new and captivating avenues for our ongoing artistic partnerships.“
Previous Initiatives by Coca-Cola
This announcement follows other initiatives undertaken by Coca-Cola to embrace the non-fungible token (NFT) space; notably auctioning its inaugural NFT memorabilia on International Friendship Day in 2021 – part of which went towards Special Olympics International – as well as commemorating Pride Month in July 2022 with 136 cherished mementos.
McDonald’s Singapore Explores NFT Space
In addition to this news story another example demonstrating how companies are exploring the potential of NFTs is McDonald’s Singapore who collaborated with Bandwagon Labs – a firm involved in Bitcoin – along with artist The Hidden Walls to create an exclusive digital collectible featuring their mascot Grimace.
It appears that companies are increasingly recognizing the value offered by embracing this technology to engage customers through innovative marketing strategies or generate revenue streams via auctions or sales of exclusive digital assets. It will be exciting to witness how further advancements within this sector can bring us into unchartered territory in terms of creative engagements between businesses and consumers alike!