The recently unveiled “Masterpiece” collection, a curated assembly of digital artwork endorsed by Coca-Cola, generated $543,660 in proceeds from Coinbase’s “Onchain Summer” event.
The event, dedicated to celebrating the inaugural emergence of the Base blockchain, witnessed fervent interest as more than 80,000 collectors zealously acquired eight distinct digital works over the course of 72 hours.
The collection interweaves revered classics, such as Edvard Munch’s “The Scream” and Johannes Vermeer’s “Girl with a Pearl Earring,” with contemporary creations from emerging talents including Fatma Ramadan, Aket, Vikram Kushwah, Stefania Tejada, and WonderBuhle.
Pratik Thakar, Coca-Cola’s senior director of generative AI, praised the campaign:
“At Coca-Cola, our history of collaboration with the artistic community spans eras, and today’s technology and innovation open new and captivating avenues for our ongoing artistic partnerships.”
Pratik Thakar, Coca Cola’s Senior Director of Generative AI
The announcement of the “Masterpiece” collection, which marked Coca-Cola’s entrée into the non-fungible token (NFT) space, echoes its previous initiatives, notably auctioning its inaugural NFT memorabilia on International Friendship Day in 2021, with a portion of the proceeds benefiting Special Olympics International.
The soft drink company also commemorated Pride Month in July 2022 with the unveiling of 136 cherished mementos.
Collectors and cryptocurrency enthusiasts can acquire these tokens through online marketplaces, establishing ownership and authenticity.
NFTs getting the hype
This development follows closely on the heels of McDonald’s Singapore’s exploration of NFTs, which included the McDonaldland mascot Grimace. Bandwagon Labs, a firm involved in the Bitcoin industry, and the NFT artist The Hidden Walls collaborated on the project.
The Hidden Walls has designed an exclusive series of 2,000 digital collectibles for Bandwagon Labs to distribute.