August 22, 2023
By Sharan Kaur Phillora
The world-renowned beverage company Coca-Cola announced its first foray into the non-fungible token (NFT) realm with the launch of an exclusive NFT collection called “MasterPiece” on Coinbase’s Ethereum layer-2 network, Base.
The move marks one of the significant collaborations between major consumer brands and Base, signifying the growing interest in blockchain technology and its applications.
Here’s what we know:
Coinbase revealed this major collaboration on August 13 as a highlight of its “Onchain Summer” event. This festival, spanning multiple weeks, pays homage to onchain art, music, gaming, culture, and more.
The MasterPiece collection is unique, blending iconic art pieces like “The Scream” by Edvard Munch and “Girl with a Pearl Earring” by Johannes Vermeer, with innovative pieces from up-and-coming artists. All artworks seamlessly incorporate the iconic Coca-Cola bottle.
The collection’s primary goal isn’t mere presentation but the intersection of art, technology, and human engagement. This innovative approach allows art lovers attending the Onchain Summer event to experience these masterpieces in a refreshed, digital format.
Commenting on this groundbreaking endeavor, Pratik Thakar, Coca-Cola’s Global Head of Creative Strategy and Integrated Content, emphasized the brand’s essence, saying, “Coke is the story.” Thakar further elaborated on the company’s vision, relating it to the brand’s mission of creating human connections and adding enchantment to mundane moments, which they’ve coined as “Real Magic.”
Coca-Cola’s iconic bottle has been a source of inspiration for countless artists, including pop art icon Andy Warhol. In light of this, Michael Dayton Hermann from The Andy Warhol Foundation for the Visual Arts expressed enthusiasm about featuring Warhol’s work beside universally revered masterpieces and emerging global talents.
As part of the “Masterpiece” campaign, an online gallery has been launched, showcasing interviews with emerging artists and including 3-D billboards and a plethora of digital collectibles. Initially launching in Latin America, the campaign is set to roll out in Asia and other markets in the coming months.
About the author
Sharan Kaur Phillora’s thirst for knowledge has led her to study many different subjects, including NFTs and Blockchain technology – two emerging technologies that will change how we interact with each other in the future. When she isn’t exploring a new idea or concept, she enjoys reading literary masterpieces.
