The brand's upcoming release of digital collectibles is part of its continuing efforts to establish a strong presence in the burgeoning virtual marketplace.
Coca-Cola is celebrating its one-year anniversary in the metaverse with a new release of limited-edition digital collectibles. They will be airdropped by the brand "to members of [its] existing collectible community."
The beverage giant made its metaverse debut last summer with its 'Friendship Day Loot Box,' which contained an assortment of one-of-one digital collectibles, including a virtually wearable NFT puffer jacket. Continuing its efforts to establish a strong foothold in the Web3 space, the brand quickly followed up on that initial campaign with two digital collectible drops in 2022 - one on Hamburger Day (May 28), and another on International Pride Day (June 28).
Anyone who owns collectibles from any of these previous drops will receive Coca-Cola's new International Friendship Day collectible via Airdrop directly to their digital wallets this Saturday. "In the spirit of friendship," the brand said in a press release, its latest digital collectible - "which features a design inspired by the bubbles within every Coke bottle" - can be shared with one other person. "Once it is shared, the unique artwork will be revealed for both holders," according to the brand.
"Bringing people together in shared moments has always been at the heart of Coca-Cola," Pratik Thakar, Coca-Cola's Head of global creative strategy, said in a statement. "Entering the metaverse a year ago was our first step to connecting with people in a completely new and inspired way. International Friendship Day solidifies our commitment to the exciting and ever-changing digital world to build our community, while providing the perfect opportunity and milestone to thank and celebrate our friendship with people who have been part of our metaverse journey. We're excited to expand our community and share moments of joy in Coca-Cola's Real Magic universe."