- Coca-Cola has released an NFT collection on Base.
- The collection is part of a global campaign that leverages AI to tell Coca-Cola’s brand story.
- This article details everything you need to know about the collection.
Base, the Coinbase incubated chain based on Optimism’s OP stack looks poised to shake up the Ethereum Layer 2 race and the broader crypto industry.
Only a few days old, the network already boasts partnerships with globally recognizable brands in line with Coinbase’s goal of bringing the next billion users on-chain.
On Sunday, August 13, Coca-Cola, arguably the most recognizable brand in Base’s partnership list, launched an NFT collection on the network, offering users a chance to grab collectibles from its Masterpiece campaign for a limited time as part of Base’s Onchain Summer event.
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This article answers all the fizzing questions about Coca-Cola’s Masterpiece collection.
What is Coca-Cola’s Masterpiece Collection?
Coca-Cola’s Masterpiece collection represents the beverage industry giant’s most recent foray into blockchain-hosted digital collectibles, following an NFT auction for charity in July 2021 and a Pride-themed collection launched in July 2022.
The Masterpiece collection comprises digital collectibles that combine Andy Warhol’s famous 1962 Coca‑Cola painting with renowned art pieces from around the world. These pieces include classical works like Edvard Munch’s “The Scream” and Johannes Vermeer’s “Girl with a Pearl Earring,” as well as more recent paintings from artists like Aket and Vikram Kushwah.
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A lesser-discussed fact of the Masterpiece collection is that it was inspired and curated using Coca-Cola’s “Real Magic” AI platform developed by OpenAI and Bain & Company.
The Inspiration for Coca-Cola’s Masterpiece Collection
The Masterpiece collection is part of Coca-Cola’s global Masterpiece campaign, announced in June 2023. The centerpiece of the campaign was partly created using Real Magic.
The Masterpiece campaign leverages Coca-Cola’s exclusive AI platform, which combines the powers of GPT-4 and DALL-E and art to tell Coke’s brand story.
“Masterpiece’ is not a story in which Coke appears… Coke is the story,” Coca-Cola Global Head of Creative Strategy and Integrated Content Pratik Thakar asserted at the time the campaign launched, adding:
"True to the spirit of the brand—and not unlike the way a synchronized supply chain collaborates to seamlessly deliver ice-cold Coca‑Cola to consumers at just the right time—a diverse collection of artwork spanning multiple genres, geographies and generations comes together to uplift a slumping teenager. Creating human connection and bringing enchantment to everyday moments is what 'Real Magic' is all about."
What Utility Does The Masterpiece Collection Offer?
At the time of writing, Coca-Cola has not disclosed whether the premier NFT collection would offer any real-world utility to its holders. Additionally, the firm has yet to return a request for comment on the matter.
Still, Coca-Cola has noted that the collection was curated for art enthusiasts.
Minting Coca-Cola’s Masterpiece Collection
Users can mint NFTs from the Masterpiece collection on the mint.fun platform with the mint price starting from 0.0011 ETH.
While there is no hard cap on the number of NFTs in the collection, minting is set to end on Wednesday, August 16. A total of 7,713 Coca-Cola Masterpiece NFTs have been minted on the mint.fun platform at the time of writing.
On the Flipside
- It remains to be seen whether Coca-Cola’s NFT collection will offer any real-world utility to holders.
- The overall demand for NFTs is in a downtrend.
Why This Matters
Coca-Cola is one of the most recognizable brands in the world, with an estimated 320 million consumers in North America alone. The firm’s partnership with Coinbase is a significant step toward introducing a large chunk of its customer base to Web3.
Read this to learn about how Base is heating things up in the Ethereum Layer 2 space:
Coinbase’s Base Heats Up ETH L2 Race with Soaring Daily Active Users
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