Coca-Cola NFT Potential

The Overlaps Between Coca-Cola and Web3

In 2011 in Australia, Coca-Cola started the 'Share a Coke' campaign that eventually swept the world. By using community driven, social media marketing #ShareACoke brought many people to collect cans of Coke with names on them. 

You can read more about the history of Social Media and Advertising in my article The Impact of Technology on Advertising and Social Media.

Australia was harnessed to fuel the social media presence that allowed Coke to go global. This community feel is what later became a principle of Web3 both in terms of experience and marketing. #ShareACoke is an early example of the power of community and social media.

In another sense, Coca-Cola also embellished the collector feel by putting names on the sides of the Coke cans. Some people collected certain names and many people wanted a can with their name on it. As seen with comic books, Pokemon cards, and more, collecting became a motivator of product purchases. The collecting element is also very strong in the NFT Community.

Coca-Cola NFT Potential

Coca-Cola NFTs could have some serious potential now or in the long term. If Coke could harness the community, social media, and newly adopted profit pontential of NFTs, Coca-Cola NFTs on Base could be very successful. 

However, this does not guarantee Coke NFTs will be succesful. Starbucks released their first NFTs in December 2022 and the collection of 'stamps' sold out in 20 minutes. Then end result was less than satisfying. The Stamps reduced the value of the previous rewards program and, while the token gated sale of the second drop  saw a significant increase in value, the response from the community was not great.

If Coke is to follow Starbucks, Nike, Adidas, and more to use NFTs as a way to generate revenue and market their brand, they will not succeed on a larger scale. However, if Coca-Cola can harness the community, possibly by making it about the community, the potential is tremendous.

#TreeFitty @Webb3Fitty