- Coca-Cola launches NFT collection on Coinbase’s Layer-2 blockchain as part of its “Masterpiece” campaign.
- The collection features iconic artworks, including Andy Warhol’s Coca-Cola painting and classical pieces, alongside works from emerging artists.
- The release is part of Coinbase’s Onchain Summer Festival, celebrating its Layer-2 blockchain technology, aiming to engage broader audiences in the world of NFTs and digital art.
Coca-Cola, one of the world’s most prominent consumer brands, on Sunday, 13 August, revealed its new non-fungible tokens (NFT) collection on Coinbase’s Layer-2 blockchain dubbed “Base.”
The collection announced by Coinbase is part of Coca-Cola’s global “Masterpiece” campaign, which was inspired in part by the brand’s artificial intelligence platform, “Real Magic.”
Pratik Thakar, Global Head of Creative Strategy and Integrated Content for Coca‑Cola, stated,
“Masterpiece’ is not a story in which Coke appears… Coke is the story. True to the spirit of the brand—and not unlike the way a synchronized supply chain collaborates to seamlessly deliver ice-cold Coca‑Cola to consumers at just the right time—a diverse collection of artwork spanning multiple genres, geographies, and generations comes together to uplift a slumping teenager. Creating human connection and bringing enchantment to everyday moments is what ‘Real Magic’ is all about.”
The Masterpiece NFT collection includes Andy Warhol’s iconic 1962 CocaCola painting, classic works by timeless artists such as Edvard Munch’s “The Scream” and Johannes Vermeer’s “Girl with a Pearl Earring,” as well as works by emerging artists such as Aket, Fatma Ramadan, and Vikram Kushwah.
Coinbase’s On-Chain Summer
Coca-Cola previously collaborated with these artists as part of its Masterpiece Global Campaign to tell a story about the company’s brand with each artwork. However, the campaign has taken a different approach now by going on-chain and introducing these artworks as digital collectibles.
According to the statement, “By taking it on-chain, Coca-Cola is leading the way for other brands and industries to explore innovative ways of engaging with our new digital age. This collection transcends the physical limitations of a traditional art gallery, expanding its reach and impact across the globe.”
The new NFT collection is available for a limited time as part of Coinbase’s Onchain Summer event.
Onchain Summer is Coinbase’s month-long celebration of its Ethereum Layer-2 Blockchain Base, which went public on 9 August. Every day, the festival offers a variety of on-chain mints, stories, and activities relating to art, culture, music, gaming, and other topics. Coca-Cola is, without a doubt, the most well-known brand on the list of Base’s partners thus far.
Coca-Cola and NFTs
The new collection is not the first time Coca-Cola has entered the NFT market. In 2021, Coca-Cola launched its first-ever NFT collectibles to celebrate International friendship day. The company also auctioned exclusive NFT collectibles to raise funds for Special Olympics International. The first Coca-Cola NFT loot box was sold as a single asset for more than $575,000.
Conclusion
Coca-Cola’s involvement with NFTs is significant for the entire cryptocurrency industry. Coca-Cola, as one of the world’s largest consumer brands, has the potential to introduce many of its customers to the worlds of digital art and Web3. Furthermore, the beverage giant will almost certainly play a significant role in promoting Coinbase’s Layer-2 network Base.
