Coca-Cola steps into the NFT Universe with SolSea collaboration
Coca-Cola Srbija, the Serbian division of the iconic soft-drink company, has announced a partnership with Solana-based NFT platform SolSea, on July 5. This initiative will involve the distribution of both physical merchandise and Coca-Cola Serbia-branded non-fungible tokens (NFTs), demonstrating the company’s continued commitment to exploring the digital space.
Merging physical and virtual worlds at EXIT Festival
Coca-Cola and SolSea are collaborating with EXIT Festival, an annual summer music event held in Novi Sad, Serbia, to offer these unique NFTs and merch. This year’s festival, running from July 6th to July 9th, will see the introduction of an intriguing “Magic Mirror” installation, as detailed by NFT market ALL.ART.
The Magic Mirror will enable festival attendees to see themselves adorned in random merchandise in real-time 3D, creating an immersive experience that blends the physical and virtual worlds. Attendees can capture their digitally dressed selves by scanning a QR code with their mobile devices.
A special offer accompanying this partnership includes 100 exclusive hoodies, made available to VIP members and paired with corresponding NFTs. Although there’s also mention of short-sleeved and sleeveless shirts, it hasn’t been specified whether these items will be tied to NFTs.
Coca-Cola’s continued engagement with NFTs
While this offer is limited to Coca-Cola’s Serbian division, the company’s association with NFTs extends beyond this single initiative.
Previously, Coca-Cola auctioned four charity NFTs for International Friendship Day in July 2021, hosted on Ethereum as per OpenSea records. It continued this charitable trend in 2022 with a second round of NFTs on Polygon, in addition to offering Pride Month NFTs. Furthermore, its Middle East division entered the NFT arena through FIFA World Cup Qatar NFTs in collaboration with Crypto.com.
Other brands exploring NFTs
Coca-Cola isn’t alone in its exploration of the NFT universe. Major brands like Starbucks and Porsche are also integrating NFTs into their brand strategy. While critics might dismiss such efforts as mere “cash grabs,” these initiatives often serve charitable causes and offer exciting opportunities for artists and creators in the crypto space.
