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Art and Technology Combined
Coca-Cola’s Masterpiece collection was initially created as part of a media campaign by the London-based creative agency Blitzworks. The advertisement featured famous artworks such as Edvard Munch’s “The Scream” and Vermeer’s “Girl with a Pearl Earring,” along with works by contemporary artists Vikram Kushwah and Fatma Ramadan.
Pratik Thakar, Senior Director at The Coca-Cola Co., said, “We have a long history of collaboration with the artist community at Coca-Cola, and now technology and innovation allow us to continue creating with artists in new and intriguing ways.”
The release of NFTs is not Coca-Cola’s first foray into the NFT market. The beverage giant previously released a one-of-a-kind NFT in 2021 to benefit Special Olympics International, which generated over $575,000 in revenue through an auction.
Prominent Companies Enter the NFT Market
NFTs, which are digital assets that can be bought and sold like other personal properties but lack a physical form, have become part of our lives. NFTs, often known as a collection of artwork, are also used to create ownership and provenance systems using the underlying technology of blockchain.
Last year, whisky retailer The Whisky Barrel created an NFT system that served as a “digital ownership certificate” platform for premium alcoholic beverages. Brands across the beverage industry started selling NFTs, often paired with product promotions or the sale of a physical bottle.
Diageo’s whisky brand Johnnie Walker Scotch launched its own NFT collection in 2022. Seven digital artworks were created for Johnnie Walker’s “Masters of Flavour” NFT collection.
