Coca-Cola has launched 136 digital collectibles to celebrate Pride Month, with the proceeds going to LGBTQIA+ charities. The non-fungible tokens (NFTs) were designed by South African fashion designer Rick Minsi, an LGBTQIA+ advocate. They feature beautiful brightly colored Coke bottles, with the 136 number as a nod to the age of the Coca-Cola brand.
Money isn’t the main objective. At a price of 335 MATIC ($167) the proceeds from the initial sale will bring in less than $23,000. However, a cut of re-sales will also be given to charity. What was slightly odd was the site didn’t mention the price anywhere, or we couldn’t find it. You had to connect your wallet and then click Mint before it would display the price.
Right now, 132 have already been minted, so by the time you read this, the NFTs will likely be sold out. However, fear not. They are available on OpenSea with a floor price of around $300, although the re-sales so far have been close to the mint price.
“We recognize that many of our fans nowadays are engaging in the metaverse, where shared experiences are enjoyed in new ways and in new worlds,” said Pratik Thakar, Global Head of Creative Strategy and Integrated Content, The Coca-Cola Company. “We are always exploring new ways to connect with our fans in both the virtual and physical worlds and have more exciting digital collectible initiatives in the pipeline.”
For the minting of the NFTs, Coca-Cola collaborated with NFT firm Tafi, and the NFTs exist on the Polygon blockchain, an Ethereum sidechain.
The soft drink company minted its first NFT almost a year ago to celebrate International Friendship Day, with proceeds going towards the Special Olympics. On that occasion, the NFTs were for virtual wearables in the Decentraland metaverse.
In addition to Coca-Cola, several other brands are supporting diversity and inclusion by getting involved in Pride Month. Others to launch NFTs include L’Oreal cosmetic subsidiary NYX partnering with The Sandbox and Givenchy Parfums. And Mastercard sponsored the Decentraland Pride Parade.