On July 30, 2021, Coca-Cola teamed up with Tafi to launch its first-ever NFT collectible, which successfully fetched $575,883.61 at the OpenSea auction. All proceeds from the auction go to Special Olympics International, the world’s largest organisation that promotes inclusion, acceptance and respect for those with intellectual disabilities through sport.

1. Brand Identity: The theme of friendship represented by the Friendship Loot Box NFT embodies Coca-Cola's core values ​​of inclusivity and diversity. Coca-Cola is committed to spreading positive messages of friendship and unity that align with the brand's mission and help create strong emotional connections with consumers. 

2. Brand Image: By organising charity auctions, consumers are more likely to have a positive perception of Coca-Cola and are more willing to buy NFT, thereby increasing brand trust, reputation and recognition.

3. Corporate Social Responsibility: Consumers increasingly expect brands to be socially and environmentally responsible. So the charity auction of Friendship Loot Box NFT is not only a good cause but also a good business move.

Overall, Coca-Cola's use of NFTs to boost brand reputation is a smart and innovative strategy that is sure to be emulated by other brands in the near future.

Project: https://www.coca-colacompany.com/news/coca-cola-to-offer-first-ever-nft-collectibles