Coca-Cola Ventures into Web3 Art Gallery Realm with 'Masterpiece' NFT Compilation

The iconic beverage conglomerate, Coca-Cola, is embracing the Web3 landscape by extending its global Masterpiece initiative to the blockchain. This initiative showcases branded artworks from both classic and contemporary artists, transforming them into digital collectibles known as NFTs.

Selections from Coca-Cola's esteemed Masterpiece collection are being unveiled on Base, a novel Layer 2 Ethereum blockchain managed by the cryptocurrency exchange Coinbase.

Coca-Cola's fresh digital art creations have been introduced in conjunction with Coinbase's ongoing "OnChain Summer" campaign, spotlighting an array of 50 branded Web3 events spanning the domains of art, gaming, and music.

The Masterpiece compilation intertwines renowned masterpieces like Edvard Munch's "The Scream" and Johannes Vermeer's "Girl with a Pearl Earring," with more recent contributions from emerging artists such as Aket and Vikram Kushwah. Each piece in some capacity pays homage to Coca-Cola's iconic bottle.

"By embracing blockchain technology, Coca-Cola is setting an example for other brands and industries to explore innovative methods of engaging with our rapidly evolving digital era," a recent statement conveys. "This compilation surpasses the confines of a traditional art gallery, extending its influence and significance worldwide."

This marks not the soda giant's initial foray into the metaverse. In 2021, Coca-Cola introduced an NFT compilation to commemorate International Friendship Day, succeeded by its Piece of Magic NFT assemblage the following year through the cryptocurrency exchange Crypto.com.