The soft drinks company Coca-Cola has collaborated with a non-fungible token (NFT) platform Tafi to release an NFT collection to mark International Friendship Day on 30th July.
The auction will take place from 30th July to 2nd August on the OpenSea NFT Marketplace. All proceeds will go to Special Olympics International, an organisation that supports people with disabilities.
The Coca-Cola Friendship Box collection will include branded items in the form of NFTs for the virtual world of Decentraland. Among the items are a blown hooded jacket, a vintage 1956 refrigerator, a 1940s ‘Friendship Symbol’ card and a ‘sound visualiser’.
Earlier, the renowned men’s magazine Playboy in partnership with marketplace SuperRare unveiled a Miami Beach-themed collection of non-fungible tokens.
This is Coca-Cola’s first experiment with the blockchain aimed to drive engagement and brand awareness in the virtual space. The NFTs launched in partnership with Coca-Cola were developed alongside a creative agency Virtue and will be put up for auction on the OpenSea marketplace for 92 hours on 30th July.
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