Coca-Cola celebrates the value of friendship in an innovative way

As the melody is etched in people’s memories, Coca-Cola has always celebrated the value of friendship. From buying the world a Coke to sharing a Coke with a friend, that iconic beverage is more than just a sip of refreshment. In this recent NFT offering, the brand looks to another way to foster that friendship bond.

Certain brands are just as much a part of pop culture as they are part of the food conversation. For Coke, that concept is clear. Whether it is the classic script that anyone can identify as the beverage’s own or supporting causes like Special Olympics, the bond to that beverage is more than just another sip of refreshment.

Still, brands need to stay current. One way is adapting trends, like NFTs. NFT (non-fungible token) has become the trend of the summer. Numerous brands have taken to this digital artform as a form of expression. Now, Coca-Cola has joined that conversation.

Recently, the brand offered an auction for four unique Coca-Cola NFT pieces. Benefiting long-time partner, Special Olympics, the pieces are “inspired by shared moments of friendship.” Combining multisensorial elements and iconic branding, these unique pieces will garner much attention.

As Josh Schwarber, global digital design senior director for Coca-Cola, said “We didn’t want to do this just to make an NFT. We wanted to inject the core principles of Coca-Cola and celebrate both our heritage and ties to friendship, while also doing something that hasn’t been done before.”

Included in this offering are four unique pieces that have a deep connection to the brand. In addition, Coke is periodically adding items to make this auction benefiting Special Olympics even more special.

The friendship box sets an example to other brands that Coca-Cola is finding ways to embrace emerging concepts while staying true to itself. The blend is one of the reasons why the beverage company will always be on top of its game.

While companies always need to stay true to their core principles, they do need to adapt and evolve. Although offering new flavors or developing new partnerships is a given, the reality is that emerging concepts need to be part of the conversation. Right now, the NFT is that vehicle.

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This Friendship Box auction is available for big through August 2 at 8 p.m. UTC. Bids can be made via OpenSea online marketplace.