Coca-Cola marked International Friendship Day 2022 with a digital collectible sent to wallets that already held one of the brand’s earlier collectibles. The July 30 drop ran on Polygon and was designed as a loyalty campaign, not as a public sale or an investment product.
In its 2022 business and sustainability report, Coca-Cola said the artwork drew on the bubbles inside a Coke bottle and themes of connection and unity. Each recipient could share a second collectible with a friend. Polygon Studios also identified the campaign as a Polygon-based drop.
The release followed Coca-Cola’s first NFT campaign in 2021. That earlier collection was created with Tafi and Virtue, auctioned through OpenSea and tied to a donation to Special Olympics International, according to the company’s original announcement. The 2022 initiative instead rewarded people who had already taken part in the brand’s digital-collectible program.
The campaign’s “share-to-reveal” mechanic was intended to make the artwork a social experience: the second item could be transferred to another wallet and the design would then be revealed to both holders. Coca-Cola described the project as an experiment in community building in the metaverse.
The announcement did not provide sales figures, a valuation for the collectibles or evidence that the campaign would affect the price of Polygon’s token. Any market impact attributed to the promotion would therefore be speculative.
