Coca-Cola Marks First Anniversary in the Metaverse with Collectibles Drop on International Friendship Day

Coca‑Cola Marks First Anniversary in the Metaverse with Collectibles Drop on International Friendship Day


Coca‑Cola is thanking fans who’ve been a part of the brand’s journey into the metaverse over the last year with a special digital collectible drop on International Friendship Day 2022.

A new collectible featuring a design inspired by the bubbles inside a Coke bottle, as well as themes of connection and unity, will airdrop to the digital wallets of existing Coca‑Cola collectible owners* on July 30. Recipients will be able to share a second International Friendship Day collectible with a friend to build the brand’s community of fans on the open blockchain.

“International Friendship Day—which launched our metaverse journey in 2021—is the perfect milestone opportunity to thank and celebrate the people who have joined us,” said Pratik Thakar, Head of Global Creative Strategy, Coca‑Cola. “We hope to strengthen and expand our ‘Real Magic’ community by building connections through a variety of physical and virtual Coca‑Cola experiences.”

As the community grows, digital collectible owners will gain access to rewards and perks, including Coke Studio-powered experiences, gaming events and early access to Coca‑Cola Creations limited-edition product launches.

Coca‑Cola will remain active in the metaverse throughout 2022, with activations planned for Halloween (October) and International Singles Day (November).

“We will continue to learn in this fast-moving space through limited-edition collectible launches tied to key cultural moments,” Thakar said, “with a focus on building our virtual ecosystem by surprising and delighting fans.”

Coca‑Cola has created more than 4,000 digital collectibles, starting on International Friendship Day 2021 with a “loot box” auction benefiting Special Olympics International. The brand has since released limited-edition digital collectibles to International Burger Day and International Pride Day, the latter of which was a collaboration with acclaimed South African fashion designer and LGBTQIA+ advocate Rick Minsi benefiting OUT LGBT Well-Being.

*Coca‑Cola collectible owners include those who have purchased a digital collectible on the open blockchain.