Coca-Cola Drops Pride-Inspired Digital Collectibles Benefiting LGBTQIA+ Charities

Coca-Cola is celebrating International Pride Day with a series of 136 unique digital collectibles created in collaboration with acclaimed South African fashion designer and LGBTQIA+ advocate RICH MNISI.

The Coca-Cola Pride Collection will be available for purchase on June 30 at mint.maketafi.com/coca-cola-collection. All Coca-Cola proceeds from the initial sale and resale of the collectibles will be donated to charities serving the LGBTQIA+ community. For the first year, the proceeds will go to OUT LGBT Well-Being, as selected by Mnisi.

The series celebrates the “Real Magic” and diversity of the LGBTQIA+ community. Each collectible features bespoke Mnisi artwork offering an exclusive take on the iconic Coke bottle, transformed through light into a magical kaleidoscope of color. Mnisi’s artwork has been sliced into individual fragments and dispersed across 136 unique collectibles—a nod to the 136-year-old Coca-Cola brand.

The Coca-Cola Pride Collection is a generative series of collectibles, which means the artwork is broken up into unique “traits” used to create metadata files before rendering and minting the final digital collectibles on the Polygon blockchain.

Coca-Cola first ventured into the metaverse on International Friendship Day 2021 by auctioning four Coca-Cola NFTs to raise funds for Special Olympics International. The “loot box”, now split into individual NFTs up for secondary sale, ranks among the top five NFTs ever sold on OpenSea. The brand since has released limited-edition digital collectibles to celebrate additional internationally recognized days.

“We recognize that many of our fans nowadays are engaging in the metaverse, where shared experiences are enjoyed in new ways and in new worlds,” said Pratik Thakar, Global Head of Creative Strategy and Integrated Content, The Coca-Cola Company. “We are always exploring new ways to connect with our fans in both the virtual and physical worlds and have more exciting digital collectible initiatives in the pipeline.”

The Coca-Cola Company is committed to championing diversity, equity and inclusion through its workplace culture, community partnerships, charitable giving and policy advocacy. Campaigns for brands including Coca-Cola, vitaminwater and Peace Tea have celebrated the LGBTQIA+ community, and the company has achieved a 100% score on the Human Rights Campaign’s Corporate Equality Index every year since 2006. In 2011, the company began offering transgender-inclusive health insurance coverage and now provides gender-neutral parental leave benefits.

Source: Coca-Cola