Coca-Cola is celebrating their first year in the metaverse with an exclusive NFT drop. YPulse research shows over two in five of young consumers have purchased a special edition / limited release item from a brand—and more brands have been working hard to reel in young consumers by entering the metaverse and featuring exclusive digital drops in those realms. Last summer, Coca-Cola debuted their “‘Friendship Day Loot Box,’ which contained an assortment of one-of-one digital collectibles, including a virtually wearable NFT puffer jacket.” Now, they’re ringing in their one year anniversary on Saturday, July 30th with a new release of limited-edition digital collectibles for this year’s International Friendship Day. Those who are already participating members of the beverage giant’s online community and “[own] collectibles from any of these previous drops will receive Coca-Cola’s new International Friendship Day collectible via Airdrop directly to their digital wallets.” (The Drum)
