Yep, that’s a Coca-Cola NFT (Source: Forbes / Coca-Cola)
In the past few months, we’ve seen an influx of big-brand players in the NFT (nonfungible token) space:
- Pringles popped the top on CryptoCrisp, a never-before-tasted virtual flavor
- Taco Bell released a series of digital tacos
- Charmin rolled out its own toilet paper-themed NFTPs
- Campbell’s partnered with artist Sophia Chang to celebrate its new label design
- Dunkaroos — the legendary ‘90s cookie brand owned by General Mills — unleashed 10 “New Frosting Tokens”
The most recent convert is Coca-Cola, which partnered with Tafi, a Utah-based startup, to release a series of 4 NFTs .
Coke’s digital offerings range from a metallic red bubble jacket…
… to digital versions of 1940s trading cards.
The launch feels on-brand next to the company’s website, which offers a long list of limited-edition collectibles, including a:
- Set of Norman Rockwell Coca-Cola prints for $400
- Vintage German Trink cooler for $550
- Steuben Crystal 125th Anniversary bottle for $275
But will Coke’s digital assets actually work?
Gary Vaynerchuck, CEO of VaynerMedia and an NFT-optimist, believes most branded NFTs will be disastrous.
He says the secret recipe is combining the right “assets” with the appropriate “cultural cachet.”
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