Iconic beverage company Coca-Cola is reinvesting in Web3 by taking its global Masterpiece campaign, which features branded artworks by classic and contemporary artists, to the blockchain in the form of digital collectibles, also known as NFTs.
Pieces from Coca-Cola’s Masterpiece collection are being released on Base, a new Layer 2 Ethereum blockchain that is owned and operated by cryptocurrency exchange Coinbase.
Coca-Cola's new digital artworks were announced as part of Coinbase’s ongoing “OnChain Summer” campaign, which showcases a series of 50 branded Web3 activations across art, gaming and music.
The Masterpiece collection combines renowned artworks like “The Scream” by Edvard Munch and “Girl with a Pearl Earring” by Johannes Vermeer, with newer works from emerging artists like Aket and Vikram Kushwah, all of which showcase in some way Coca-Cola’s iconic bottle.
“By taking it on-chain, Coca-Cola is leading the way for other brands and industries to explore innovative ways of engaging with our new digital age,” reads a recent statement. “This collection transcends the physical limitations of a traditional art gallery, expanding its reach and impact across the globe.”
This is not the soda brand's first metaverse-adjacent launch. In 2021, Coca-Cola dropped an NFT collection to celebrate International Friendship Day, followed by its Piece of Magic NFT collection the next year via crypto exchange Crypto.com.