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Coca-Cola releases Friendship Day NFTs on its one-year anniversary on the metaverse



The brand first appeared in the metaverse with the Friendship Day Loot Box, which had different products like a virtually wearable NFT puffer jacket. This was followed by the release of items on both Hamburger Day and International Pride Day. The newest collectible would be dropped via Airdrop to the holders of these previous virtual products, who could share it with one other person in the spirit of friendship. The design is inspired by the bubbles in a Coke bottle. The new project is being undertaken in collaboration with Tafi and Vice-owned Virtue. Coca-Cola has been trying to target the gaming community with other projects too. In April, it released Byte, a limited-edition, sugar-free cola, which was marketed as containing “the flavour of pixels”. The company’s revenues in the second quarter of 2020 were up by 12% compared to last year.

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