Coca-Cola and Campbell Soup Company have entered the non-fungible token (NFT) scene, joining brands such as Budweiser, Dole, P&G and Warner Bros, among others. Ahead of International Friendship Day on July 30, Coca-Cola is auctioning a set of four collectible NFTs. The “Friendship Box” is inspired by video game loot boxes, play on the popular video game feature involving mysterious sealed “boxes”.
The collection includes some of Coca-Cola’s iconic reinvented assets, with each NFT inspired by moments of shared friendship. According to Coca-Cola, digital collectibles were created in partnership with the developer Tafi, custom 3D content creator for avatar andd emoji systems, with the initial concept developed by VIRTUE of Vice Media.
The four pieces are namely the Friendship Box itself, which takes the form of a vintage 1956 vending machine, a personalized Coca-Cola bubble jacket that is a subtle nod to Coke’s delivery uniforms, the Reinvented Friendship Trading Cards from 1940, plus a sound visualizer that captures the sound of a Coke opening. Referring to the Loot Boxes, there will also be some hidden surprises that would only be revealed when the Friendship Box is digitally opened by the winning bidder. The auction will take place on the NFT OpenSea marketplace. All proceeds from the auction will be donated to Special Olympics International, a partner of Coca-Cola for 53 years.
Selman Careaga, president of global brand Coca-Cola, said Coca-Cola has “shared its rich heritage with consumers through simple moments of joy for decades,” adding that he is delighted to share his first NFTs. with the Metaverse, where new friendships are forged in new ways in new worlds, as well as in support of Special Olympics International. “Each NFT was created to celebrate the elements that are at the heart of the Coca-Cola brand, reinterpreted for a virtual world in new and exciting ways,” said Careaga.
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Meanwhile, Campbell’s recently celebrated their design refresh with an NFT collection titled “AmeriCANa – SOPHIA CHANG X CAMPBELL’S”. including 100 authenticated Campbell’s NFT artwork. The food company collaborated with street artist and illustrator Sophia Chang, whose multimedia works “put a twist on classic American art styles through her unique visual storytelling,” the press release said. The company also added that it was “to build on its legacy of inspiring artists.”
Campbell’s will donate all profits from Campbell’s NFTs to Feeding America, a longtime partner of Campbell in the fight against food insecurity. This NFT is also a “tribute to Campbell’s continued evolution exemplified by the iconic designs he has produced over the years.” Additionally, as part of Campbell’s commitment to sustainability, the brand said it will work with NTWRK and Aerial to offset NFT’s carbon footprint.
The brand has refreshed its iconic red and white design and the new design features several new elements to modernize the brand while respecting its heritage. This included modernized logo writing based on the original signature of founder Joseph Campbell. According to Campbell’s, the refreshed label still evokes the same sense of comfort, kindness and Americana. To build on its heritage as inspiring artists, Campbell’s has partnered with Sophia Chang whose multimedia works revisit classic American art styles through her unique visual storytelling.
Campbell’s explained that Chang’s narrative approach to his art and passion for empowering communities is woven into his take on the beloved nostalgia for the famous can while also creating space for a modern take on the brand today. ‘hui. This NFT is a tribute to Campbell’s continued evolution exemplified through the iconic designs he has produced over the years.
Linda Lee, CMO, Meals & Beverages, Campbell Soup Company, said Chang was a “natural fit given his sensibility to street art and his love for the Campbell’s brand and its connection to the art world.” Lee also added that the company is reinventing its iconic brand and appealing to new generations of consumers who cook more at home than ever before, while honoring its rich history. “The commission of our very first NFT artwork pays homage to our place in art and pop culture, while celebrating in the most modern art medium to date,” said Lee.
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Meanwhile, the president of the e-commerce platform Shopify, Harley Finkelstein, recently announced on Twitter that it is making it easier for merchants to sell NFTs directly through their store.
“Before Shopify offered this capability, merchants had to sell through a third-party marketplace, also known as less control over sales and customer relationship. Once again, we put the power back in the hands of merchants and meet with customers where and how they want to buy, ”Finkelstein wrote. The first client to join us was the basketball team, Chicago Bulls, who launched their officially licensed NFT collection called “Bulls Legacy Collection”.
The new Chicago Bulls collection will feature six unique token designs in three distinct rarity levels and will be available for purchase from July 26 through July 31, the Bulls said on their website. Made on blockchain in limited quantities, collectors will also have the opportunity to turn their collection into unique experiences and other prizes.
Fans may also have the option of purchasing an NFT from the 1991 Championship Ring. Each NFT purchase will result in receipt of a random serial number and rarity level which will not be revealed until after release. NFT open. According to the basketball team’s website, there will be a limited number of tokens issued for each championship year – 91 for the 1991 title, 92 for the 1992 title, and so on.
Chicago Bulls joins the league of sports teams with NFT tokens, the most recent being Arsenal FC $ AFC Fan Token on the Socios.com mobile app of sports and entertainment industry blockchain provider Chiliz. Socios.com will become a digital meeting place for Arsenal’s international fan base, as well as other notable sports entities on the platform such as UFC, Barcelona, Valencia CF, Paris Saint-Germain, Aston Martin Cognizant and Roush Fenway, among others.
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