Coca-Cola’s recently unveiled Masterpiece NFT collection sees robust engagement, accumulating 191.27 ETH in sales from 75.9k mints within just three days.
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Coca-Cola Masterpiece collection key features and figures
Coca-Cola’s foray into the world of NFTs made headlines with its impressive figures. By Wednesday morning, the Masterpiece NFT collection had registered a transaction value of approximately $350,000 or 191.27 ETH from 75,920 mints. This information is sourced from a Dune Analytics dashboard, put together by Wuligly.
Artistic collaboration: a confluence of the classic and contemporary
The collection, curated in partnership with the iconic beverage brand, presents a blend of time-honored classics and modern artistic ventures. Masterpieces like Edvard Munch’s “The Scream” and Johannes Vermeer’s “Girl with a Pearl Earring” find their place alongside fresh contemporary pieces by Aket, Vikram Kushwah, and several other prominent artists.
Wonderbuhle, a notable emerging talent featured in the On-chain Summer campaign, spoke about her exhilaration in collaborating with such a globally recognized brand, associating the name “Coca-Cola” with sheer “joy.”
The global trend: big brands embracing NFTs
Coca-Cola is not the first global behemoth to tap into the NFT market’s potential. Nike has previously paved the way, initiating collaborations with web3 startup RTFKT for multiple NFT releases and subsequently debuting their unique NFT platform, .Swoosh. Their endeavors in the digital collectible sphere yielded nearly $200 million last year.
Luxury and lifestyle brands such as Adidas, Gucci, D&G, and Tiffany, haven’t stayed behind, witnessing remarkable revenues from their digital collectibles.
However, this venture into NFTs leans more towards branding rather than mere revenue. By moving towards a more artistic-centric approach the brand shows that it is exploring NFTs for their intrinsic branding potential, rather than just sales figures.
Artists weigh in on the initiative
Artists spotlighted in Coca-Cola’s campaign echoed positive sentiments about the collaboration. French artist Aket, behind the artwork ‘Divine Idyll’, remarked that Coca-Cola stands as a “generational hallmark,” with its advertisements consistently inspiring people to pursue their dreams.
Fatma Ramadan, the Egyptian artist whose art also features in the Masterpiece collection, noted that this opportunity to display his work along with a diverse set of artists is in fact a thrilling moment for his career.