SolSea, a Solana-based NFT platform, announced a partnership with Coca-Cola’s Serbian division, Coca-Cola Srbija, on July 5th. This collaboration will involve the creation and distribution of merchandise as well as the launch of Coca-Cola Serbia-branded non-fungible tokens (NFTs).
The partnership between SolSea and Coca-Cola Srbija aims to offer these NFTs and merchandise in conjunction with the EXIT Festival, an annual summer music festival held in Novi Sad, Serbia during the first week of July. The festival for the year 2023 is scheduled to run from July 6th to July 9th. In addition to SolSea’s announcement, ALL.ART, an NFT market, shared further details about the offer. According to ALL.ART, the collaboration includes a festival installation called the “Magic Mirror.” This installation allows festival attendees to try on random merchandise, which is then displayed in real-time 3D. Attendees can capture their images by scanning a QR code with their mobile devices.
The offer includes 100 exclusive hoodies that will be available to VIP members and will come with associated NFTs. Short-sleeved and sleeveless shirts are also part of the merchandise; however, it is not mentioned whether these items will have associated NFTs, according to ALL.ART’s announcement.
While this particular offer is limited to Coca-Cola’s Serbian division, it is worth noting that Coca-Cola has shown a significant interest in NFTs in the past. In July 2021, the company auctioned four charity NFTs on Ethereum (ETH) to commemorate International Friendship Day. In 2022, it conducted a second round of charity NFT sales on Polygon (MATIC) to mark the same occasion. Additionally, Coca-Cola offered Pride Month NFTs for charity in 2022, and its Middle East division partnered with Crypto.com to release FIFA World Cup Qatar NFTs.
It is important to mention that other well-known brands such as Marvel, Starbucks, and Porsche have also begun exploring NFTs. While some critics view corporate NFT initiatives as mere “cash grabs,” it is worth acknowledging that certain sales contribute to charitable causes and offer opportunities for crypto artists and creators.