Coca-Cola is harnessing its history of collectibles with a first NFT as marketers continue experimenting with the intersection of cryptocurrency and culture. The Atlanta-based beverage giant is selling a series of four NFTs—known as non-fungible tokens—that will be sold as a single asset with proceeds benefiting Special Olympics International.
“It really gave us an opportunity to explore the robust space the digital space gives you. This really cool convergence of form and function and aesthetic, ... So the ability to do things in motion and have artwork come alive or be able to reimagine our assets in new and unique ways to create these multi-sensorial kind of opportunities.” said Joshua Schwarber, senior director of global digital design at Coca-Cola.