During the “Onchain Summer” festival, Coca-Cola unveiled its brand-new, exclusive NFT collection on Coinbase’s Layer-2 network.
Coca-Cola’s NFT Collection “Masterpiece” Campaign
On Sunday, August 13, Coca-Cola, one of the most well-known consumer brands in the world, unveiled a new collection of non-fungible tokens (NFT) on Coinbase’s Layer-2 blockchain. This layer-2 blockchain is called the “Base Network.”
The collection is a component of Coca-Cola’s global “Masterpiece” campaign, which was largely made possible by the company’s artificial intelligence (“AI”) platform known as “Real Magic.”
According to Pratik Thakar, the global head of creative strategy and integrated content for Coca-Cola, “Masterpiece” is not a story in which Coke features; rather, Coke is the story itself. He said that in keeping with the brand’s ideal, it is a broad collection of artwork spanning all genres, locations, and generations that congregates to encourage a dispirited teenager, much like how a synchronized supply chain collaborates to bring Coca-Cola to consumers flawlessly scheduled and ice-cold. The core of “Real Magic,” according to Thakar, lies in creating meaningful connections with other people and adding a touch of magic to everyday events.
The Masterpiece NFT collection features the art featured in the brand’s advertising campaign, including Andy Warhol’s iconic 1962 Coca-Cola painting, classic works by timeless artists like Edvard Munch’s “The Scream” and Johannes Vermeer’s “Girl with a Pearl Earring,” as well as contemporary pieces by up-and-coming artists like Aket, Fatma Ramadan, and Vikram Kushwah.
It was also reported that Coca-Cola’s latest NFT collection had been made available for a limited duration and was introduced as a component of Coinbase’s Onchain Summer event.
Onchain Summer is a month-long celebration of Coinbase’s Layer-2 Blochcian Base, which went live on August 9 and is now open to the public. The festival offers a wide variety of on-chain mints, stories, and events every day in the areas of music, gaming, art, and culture. On the list of Base’s partners up to this point, Coca-Cola is, without a doubt, the most recognizable brand.
On X, formerly known as Twitter, Coinbase announced that “@CocaCola is transitioning their Global Masterpiece campaign to the blockchain, featuring renowned creations by prominent artists.”
Furthermore, this is not the first time that the well-known soft drink company has entered the NFT market. Back in 2021, in order to support Special Olympics International, Coca-Cola auctioned off unique NFT collectibles. The first Coca-Cola NFT treasure box at the time was sold as a single asset for more than $575,000.
The entire cryptocurrency industry benefits from Coca-Cola’s involvement with NFTs. Coca-Cola, one of the most well-known consumer brands in the world, could introduce many of its consumers to Web3 and the world of digital art. In addition, the beverage powerhouse will probably play a significant role in marketing Base, Coinbase’s Layer-2 network.