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29 July 2021
Coca-Cola and Campbell Soup Company have made a move into the non-fungible token (NFT) scene, joining brands such as Budweiser, Dole, P&G and Warner Bros, among others. Ahead of International Friendship Day on 30 July, Coca-Cola is auctioning a set of four collectible NFTs. The "Friendship Box" was inspired by video-game loot boxes, playing on the popular video game feature involving sealed mystery “boxes”.
The collection comprises some of Coca-Cola’s reimagined iconic assets, with each NFT inspired by shared moments of friendship. According to Coca-Cola, the digital collectibles were created in partnership with developer Tafi, creator of custom 3D content for avatar and emoji systems, with the initial concept developed by Vice Media's VIRTUE.