Coca-Cola drops new NFT collection

Web3 and NFTs may have been all the rage last year, but many brands have shifted priorities to other emerging technologies like generative AI. Coca-Cola - always one to watch for cutting edge campaigns and experiences - has been leaning into both. We covered their “create real magic” genAI campaign a while back. Now the beverage giant is back with a new NFT drop that riffs off of its masterpiece spot.

Coca-Cola is once again leveraging the tools of Web3 with a new NFT collection tied to its recent “Masterpiece” campaign.

The drop, in collaboration with Web3 partner Coinbase, is a series of digital Coca-Cola bottles imprinted with artwork from the “Masterpiece” hero spot. The artwork includes Edvard Munch’s “The Scream” and Johannes Vermeer’s “Girl with a Pearl Earring,” as well as other pieces from emerging artists.

Full story at AdAge.