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.

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.