In a pioneering move, Solana-based NFT platform, SolSea, announced its partnership with Coca-Cola’s Serbian branch, Coca-Cola Srbija, on July 5th, 2023. This innovative collaboration will feature the release of Coca-Cola Serbia-branded non-fungible tokens (NFTs) and related merchandise.
The partnership comes to life in association with the EXIT Festival, a renowned summer music event held annually in Novi Sad, Serbia, during the first week of July. For 2023, the festival is slated to take place between July 6th and July 9th.
Details about this unique partnership were provided by NFT marketplace ALL.ART. It detailed the inclusion of a festival installation known as the "Magic Mirror". This interactive installation enables attendees to dress up in random merchandise and witness themselves in real-time 3D. Festival-goers can capture this experience by scanning a QR code with their mobile devices.
An exciting part of this partnership is the release of 100 exclusive hoodies, a treat for VIP members. These limited-edition hoodies will also be paired with corresponding NFTs. The offer further includes short-sleeved and sleeveless shirts, although there was no indication that these items would be linked to NFTs as per AllArt’s announcement.
While this offer is confined to Coca-Cola’s Serbian division, it is noteworthy that the global beverage giant has a history of engagement with various other NFT projects. Coca-Cola auctioned four charity NFTs for International Friendship Day in July 2021, which exist on Ethereum (ETH), as per OpenSea records. The following year, the company sold a second batch of charity NFTs on Polygon (MATIC) to commemorate the same occasion.
Additionally, Coca-Cola launched Pride Month NFTs for charity and worked with its Middle East division to offer FIFA World Cup Qatar NFTs in association with Crypto.com in 2022.
This Coca-Cola Srbija and SolSea partnership is the latest development in the rising trend of major brands like Marvel, Starbucks, and Porsche exploring the world of NFTs. Despite critics dismissing these corporate NFT endeavors as merely “cash grabs,” it is evident that such initiatives often raise funds for charitable causes and offer significant opportunities for crypto artists and creators. It will be fascinating to witness the impact of this unique collaboration on the NFT landscape and the future endeavours of other brands in this dynamic space.