The Hustle

A company founded in 1892 just launched a series of NFTs

Coca-Cola joins the growing list of consumer brands experimenting with NFTs with its recent launch.

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:

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:

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.”

Coca-Cola knows a thing or 2 about secret recipes, but with animal NFTs being all the rage these days, leaving its iconic polar bears out of the 1st NFT drop feels like a missed opportunity.

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