Coca-Cola has delved deeper into the digital realm, launching a striking collection of NFTs named “Masterpiece” on Coinbase’s Ethereum Layer 2 network, Base. This innovative blend of historical and contemporary art pieces marks a noteworthy collaboration between the beverage giant and renowned artists like Aket and Vikram Kushwah. The collection’s distinctiveness lies in its fusion of iconic Coca-Cola bottle imagery with modern artwork, crafting a captivating aesthetic.
Coinbase’s ambitious “Onchain Summer” initiative underpins this move, a multi-week campaign inaugurated on August 9. The “Masterpiece” collection’s emergence coincides with this celebration, adding artistic flair to the campaign’s spectrum of on-chain art, gaming, and music endeavors. The mainnet launch of Base serves as the backdrop for this creative exploration.
A standout feature of the “Masterpiece” collection is its juxtaposition of classic art masterpieces like Edvard Munch’s “The Scream” and Johannes Vermeer’s “Girl with a Pearl Earring” with Coca-Cola’s contemporary brand identity. This eclectic blend pays homage to Coca-Cola’s recent “Masterpiece” commercial, wherein artificial intelligence played a pivotal role.
Comprising eight distinct NFTs, the collection carries price tags ranging from 0.0011 ETH to 0.014 ETH. Interestingly, some of these NFTs are trading below their initial prices on the OpenSea NFT exchange. The collection’s exclusivity is magnified by the impending closure of minting on Wednesday, beckoning potential buyers to seize the opportunity.
Coca-Cola’s familiarity with the NFT space dates back to July 2021, when the company auctioned four NFTs, raising over $575,000 for charity. Last year, the brand released 136 collectibles commemorating Pride Month, solidifying its presence in the NFT landscape.
As Coca-Cola further immerses itself in the digital realm, the boundaries between physical and digital domains continue to blur. The “Masterpiece” collection’s union of historical and contemporary art offers a novel lens through which to view the brand’s heritage.
It underscores the dynamic potential inherent in the convergence of technology and art. This strategic foray into NFTs underscores the brand’s embrace of digital art’s burgeoning influence, setting a precedent for traditional brands to explore new horizons.