Quick take:

• The Coca-Cola Masterpiece NFT collection has reached 75.9k mints.
• Total sales volume stood at 191.27 ETH (~$350k) on Wednesday morning.
• The collection features on-chain art from emerging and historical artists curated by Coca-Cola.

The Coca-Cola Masterpiece NFT collection on Wednesday reached a transaction volume of 191.27 ETH, ~$350,000 from 75,920 mints, according to a Dune Analytics dashboard prepared by Wuligly. 

These volume and mint figures were achieved within a period of three days after a joint announcement by Coinbase and the soft drinks maker. The collection features on-chain art from emerging and historical artists curated by Coca-Cola.

Some of the featured works include classic masterpieces like “The Scream” by Edvard Munch and “Girl with a Pearl Earring” by Johannes Vermeer and contemporary works by talented artists the likes of Aket and Vikram Kushwah, among others.

Commenting on the collection, Wonderbuhle, one of the emerging artists highlighted in Coca-Cola’s On-chain Summer campaign expressed the excitement of working with the global soft drinks giant saying: “The first thing that comes to my mind when I think about Coca-Cola® is joy.”

Coca-Cola is following in the footsteps of other global giants that reaped benefits from using NFTs for their promo campaigns. Others like Nike, have dived into the web3 territory with both feet, first collaborating with web3 startup RTFKT on multiple NFT drops, and later launching their own branded NFT platform .Swoosh.

Last year, Nike generated nearly $200 million from selling NFTs, with the likes of Adidas, Gucci, D&G, Tiffany and Gabbana also making generating significant revenues from digital collectibles.

Coca-Cola’s approach is slightly different compared to Nike, as it primarily targets the branding benefits of promoting with NFTs.

And some of the artists featured in this campaign seem to agree. Aket, a featured artist hailing from France behind ‘Divine Idyll’ commented: “Coca-Cola® is a super important generational marker. Their advertisements encourage us to live our dreams every day.”

Fatma Ramadan, a visual artist from Egypt, said he is also happy to be part of the Masterpiece because his “work will be shown alongside a diverse group of artists from different countries.”

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• Source: https://www.nftgators.com/coca-colas-masterpiece-nft-collection-hits-191-eth-in-sales-from-75-9k-mints/