Coca Cola Serbia partners with Solana-based NFT marketplace SolSea
Participants can obtain exclusive hoodies paired with NFTs during Serbia's EXIT festival.
SolSea said that the partnership will involve the offer of merchandise as well as Coca-Cola Serbia-branded non-fungible tokens (NFTs).
The two companies are offering the NFTs and merch in partnership with EXIT Festival, a summer music festival that takes place annually in Novi Sad, Serbia during the first week of July. The 2023 festival runs between July 6 and July 9.
SolSea also acknowledged a post from the NFT market ALL.ART, which explained the offer in greater detail. ALL.ART said that the offer involves a festival installation called the “Magic Mirror,” which dresses attendees in random merchandise and displays them in real-time 3D. The Magic Mirror installation allows the attendee to take a picture of themselves by scanning a QR code with their mobile device.
The offer includes 100 exclusive hoodies, which are offered to VIP members and are paired with NFTs. It also includes short-sleeved and sleeveless shirts, though AllArt’s announcement does not indicate that these items have associated NFTs.
Coca-Cola highly involved with NFTs
The current offer is limited to Coca-Cola’s Serbian division. However, Coca-Cola has been involved with various other NFT projects in the past.
In July 2021, Coca-Cola auctioned four charity NFTs for International Friendship Day; those NFTs exist on Ethereum (ETH), according to OpenSea records. It also sold a second round of charity NFTs on Polygon (MATIC) to commemorate that date in 2022.
Also in 2022, Coca-Cola offered Pride Month NFTs for charity, while its Middle East division offered FIFA World Cup Qatar NFTs in partnership with Crypto.com.
Other major brands including Marvel, Starbucks, and Porsche have also begun to work with NFTs. While some critics dismiss corporate NFT offers as “cash grabs,” some sales raise funds for charity and provide opportunities for crypto artists and creators.