Πώς τα Food and Beverage brands αξιοποιούν τα NFTs για να συνδεθούν με τους καταναλωτές

As more brands embrace the digital realm to expand their reach, numerous food and beverage companies are venturing into the realm of NFT technology to generate interest in their products. NFTs offer a collectible aspect to food and beverage items, particularly those with unique packaging or labeling, such as wine bottles or artisanal chocolates. By creating NFTs that correspond to specific products, companies can tap into the growing consumer fascination with collectibles.

Food NFTs represent unique food-related assets or collections, including exclusive recipes, culinary knowledge, cooking techniques, or virtual representations of food items. Culinary professionals, food companies, and food enthusiasts can utilize these NFTs to monetize their expertise, promote their products and services, or reward customers. For example, a chef can sell an NFT representing a unique recipe, granting exclusive ownership to the buyer. Similarly, a food company can offer NFTs as rewards or exclusive content, enhancing customer loyalty and engagement.

Now, let's explore some of the notable pioneers who are leading the way in the NFT landscape:

In collaboration with avatar developer Tafi, Coca-Cola launched their first NFTs to celebrate International Friendship Day. The NFTs were virtual wearables auctioned within the "Friendship Box" on the Decentraland platform. The collection included unique NFTs such as a branded bubble jacket, a friendship card inspired by Coca-Cola's collectible trading cards, a sound visualizer, and a Vintage Cooler. The auction generated over $575,000, with the proceeds benefiting the Special Olympics. Coca-Cola even hosted a “Rooftop Party” on the platform to celebrate the launch with music, giveaways, and a Q&A session.

As you can imagine, Decentraland users loved this, and the winning bid totaled over $575.000. The proceeds of the auction went towards the Special Olympics. Although Coca-Cola doesn’t have a branded metaverse this was an excellent example of metaverse marketing. 

Pringles introduced their limited-edition virtual flavor called CryptoCrisp as NFTs. Created in partnership with Ukrainian graphic artist Vasya Kolotusha, the series featured 50 unique packaging design NFTs released on the Rarible marketplace.

Campbell's Soup, famous for its association with Andy Warhol's artwork, ventured into the digital art world by launching its first-ever NFTs. The "AmeriCANa - Sophia Chang X Campbell's" collection comprised 100 authenticated NFT art pieces created by street-style artist and illustrator Sophia Chang. The NFTs were exclusively available for purchase on the NTWRK platform, with all proceeds benefiting Feeding America.

Heineken playfully embraced the metaverse trend by unveiling its virtual Heineken Silver beer NFT in Decentraland. The digital beer was launched at a virtual brewery and served as a lighthearted nod to the real-world experience of enjoying Heineken. The brand emphasized that the best way to appreciate their beer is in the physical world.

Taco Bell became the first fast food chain to enter the NFT space in 2021. They collaborated with creative studio Deutsch LA and released five versions of digital art called "NFTacoBells." The NFTs were sold on Rarible and quickly sold out within 30 minutes, with all profits donated to Taco Bell Foundation, Inc. to support youth development.

Bacardi, a pioneer in the food and beverage industry's NFT space, launched its first token, the limited-edition Reserva Ocho Sherry Cask Finish, in August 2021. This token is part of a planned series of five NFT releases by Bacardi until 2025. The first Bacardi NFT, designed by photographer Cam Kirk, was created in partnership with the NAACP to support black-owned establishments in obtaining liquor licenses.

In October 2021, Bacardi released another NFT in collaboration with Caribbean producer Boi-1da, supporting the brand's Music Liberates Music program. This NFT collection included Caribbean-inspired soundtracks created by musicians Bambii, Denise De'ion, and Perfxn, minted as NFT mixtapes for auctions.

As a leading pizza chain, Pizza Hut has embraced the trend of NFTs to connect with fans and share digital assets. Pizza Hut Canada launched the "1 Byte Favourites" collection, featuring 8-bit style versions of their popular pizzas like Hawaiian, Pepperoni, Canadian, and Margherita. These limited-edition non-fungible pizza (NFP) NFTs were available for sale on Rarible. Each day for eight days, Pizza Hut released a highly exclusive pizza "slice," and collectors had the opportunity to acquire them. The NFTs were priced at 0.0001ETH, equivalent to the approximate cost of a real bite of pizza. This collection served as a marketing move to generate excitement for Pizza Hut's upcoming $10 Favourites promotion.

Renowned Single Malt Whiskey Maker Glenfiddich collaborated with 3D Designer Stephanie Fung to launch an NFT Fashion Collection. To accompany the unveiling of their newest whisky addition, the Grande Couronne, Glenfiddich introduced the "The Filigree Aesthetic" collection. This collection featured three NFT wearables inspired by artists from the Grande Composition project: Mzukisi Mbane from South Africa, Malwina Konopacka from Poland, and David Aiu Servan-Schreiber from the UK.

Glenfiddich also celebrated the Year of the Tiger by releasing 200 limited-edition Chinese Lunar New Year NFTs in partnership with BlockBar. Each purchased NFT was linked to a physical bottle of Glenfiddich 21-Year-Old Gran Reserva single malt, offering digital ownership and authenticity verification. Buyers could also access exclusive content and participate in future Glenfiddich launches.

Burger King launched the "Keep It Real Meals" NFT campaign in collaboration with the Sweet NFT marketplace, leveraging the Polygon blockchain. QR codes were attached to nearly 6 million Burger King meal boxes, allowing customers to scan and unlock digital collectibles. These collectibles could lead to the discovery of bonus NFTs.

The campaign featured three celebrities: Lil Huddy, Anitta, and Nelly. Some unlockable bonuses included the opportunity to have a phone call with one of the campaign celebrities. Scanning an artist's Real Meal box QR code awarded customers one of three variations of collectible NFT game pieces. Collecting the full set programmatically provided a fourth NFT reward, which could be a 3D digital collectible, free Whopper sandwiches for a year, autographed merchandise, or a call with one of the campaign's celebrity ambassadors.

Stella Artois, a brand under AB InBev, the world's largest beer brewery, ventured into the metaverse by collaborating with Virtually Human Studio on the digital racing platform Zed Run. During Zed Run metaverse events, spectators can actively breed and purchase horses for racing. Stella Artois contributed unique breeds, horse skins, and a branded 3D racetrack to enhance the racing experience in "Racing in the Life Artois."

Miller Lite Beer opened a virtual bar called the Meta Lite Bar in Decentraland. The Meta Lite Bar resembles a traditional bar but with virtual twists, offering popular bar games, decor like a pool table and jukebox, and the opportunity to enjoy a virtual beer and perform on an open mic stage. Additionally, the Meta Lite Bar served as a marketing tactic to bypass the advertising block during the Super Bowl. Patrons of the Meta Lite Bar had the chance to watch Miller Lite's Super Bowl advertising video and had the opportunity to win $500 in the run-up to the Super Bowl.

LVMH-owned Hennessy released its first NFT collection, Hennessy–8, in January 2022. This collection included eight tokens representing the first and last bottles of Hennessy–8, denoted as '1/250' and '250/250.' These tokens were launched on the BlockBar marketplace and priced at 70.47 ETH, equivalent to approximately US$226,450 at that time. Each NFT purchase provided access to the corresponding physical bottle, which Hennessy would send upon request. Buyers could also engrave personalized messages on the carafes and visit the Hennessy estate in Cognac, France. The physical sale included custom-made chests, designed by artist Arik Levy, containing a commemorative sculpture, a Baccarat-blown and engraved carafe, a pipette, cork holder, and four tasting glasses.

In December 2021, Applebee's launched the "Metaverse Mondays" campaign, featuring the release of exclusive digital images accompanied by unlockable content on each Monday of the month. The inaugural NFT drop showcased an abstracted, vibrant hamburger artwork created by artist Amber Vittoria. Customers had the opportunity to purchase this unique NFT for $25 and received an Applebee's gift card with sufficient funds for a year's worth of hamburgers. The campaign also included artistic contributions from renowned individuals like Vizie and Vasya Kolotusha. Through this NFT initiative, Applebee's aimed to engage its audience in an immersive manner, providing exclusive digital art and real-world rewards.

Kraft Foods entered the world of NFTs in March 2021 by releasing their first official macaroni art NFT on Rarible. The NFT featured a simple animated smiley face created using elbow macaroni against the iconic Kraft Blue Box blue background. The highest bidder of the NFT received a one-year supply of Kraft Mac & Cheese as an exciting real-world reward. Moreover, all proceeds from the NFT sale supported Feeding America, a charitable organization focused on alleviating hunger in the United States. Kraft Foods demonstrated how they leveraged their brand's popularity to create a distinctive and philanthropic NFT campaign, combining digital art, tangible rewards, and social impact.

PepsiCo created a series of NFTs, called "The Mic Drop" showcasing iconic Pepsi advertisements and brand collaborations. Customers who collect these NFTs gain access to augmented reality experiences and have the chance to win prizes like concert tickets or meet-and-greet opportunities with celebrity endorsers.

Budweiser, part of AB InBev, has actively engaged with a younger audience through NFTs. During the FIFA World Cup Qatar 2022, Budweiser launched the Budweiser Bud Verse campaign, featuring a series of digital collectibles in the form of NFTs. These NFTs represented different elements of the World Cup experience, such as game highlights, player stats, and iconic moments. The campaign allowed Budweiser to deepen its connection with fans, generate excitement around the World Cup, and create a new revenue stream through NFT sales.

Conclusion 

Global food and beverage brands are utilizing NFTs as marketing tools to bridge the physical and digital worlds, offering unique experiences and rewards to consumers. NFTs have the potential to transform brand interactions and enhance relevance with a new generation of customers.