Modern Marketing Brand Purpose Brand Strategy

Almond Breeze wants to become ‘the official drink of the metaverse’

Author

By Webb Wright | Junior Reporter

March 9, 2022 | 4 min read

Beverage company Almond Breeze has announced a new NFT drop, which aims to capitalize on the success of ‘ape NFTs.’ The announcement arrives at a time when many brands are developing new and innovative ways of finding niches in the metaverse.

Image

Almond Breeze will launch 1,000 free NFTs, each of which includes an ape hand gripping a carton of the beverage

Apes have become a big deal in the metaverse – bored apes, in particular. Now Almond Breeze wants to quench their thirst by launching #Apefuel, a new project that it hopes will lead to it becoming “the official drink of the metaverse.”

Starting next week, the beverage company will launch 1,000 free non-fungible tokens (NFTs), each of which includes an artistically-rendered ape hand gripping a carton of Almond Breeze Blended with Real Bananas. The collection will include three randomly-selected NFTs that will come with a free one-year supply of Almond Breeze Blended with Real Bananas. In an effort “to support the next generation of growers,” Almond Breeze says that 5% of each NFT resale will be donated to the Future Farmers of America.

“Almond Breeze Blended with Real Bananas is our most beloved product among our online community and we look forward to making it available as art in the metaverse. These digital apes need fuel and we’re here to quench their thirst,” says Micah Keith, group marketing manager at Blue Diamond Growers for Almond Breeze.

Almond Breeze says that the artwork behind its new NFT series – which was designed by TBWA/Chiat/Day LA – was “inspired by the popular styles and techniques of ape NFTs,” the most recognizable of which are of course the Bored Ape Yacht Club series. In the space of less than one year, Bored Ape Yacht Club NFTs have become arguably the most iconic artistic series in the entire web3 space. Throngs of celebrities – including Jimmy Fallon, Snoop Dogg and Eminem – have paid exorbitant sums of money to secure their own Bored Ape and flaunt them on social media. Last year, a super-rare Bored Ape NFT sold on Sotheby’s for more than $3.4m. If there’s one project that’s single-handedly populated the metaverse with apes, it’s the Bored Ape Yacht Club.

#Apefuel aims to capitalize off of the huge success of ‘ape NFTs’ by positioning itself as the drink of choice for the vast and growing number of apes that currently inhabit the metaverse. The brand’s ultimate goal for the campaign, it says, is “to earn its spot as the official drink of the metaverse.” This is presumably a figure of speech, since the metaverse is not a single entity that can enter into an official partnership with a company. But the stated goal from Almond Breeze nonetheless underscores the fact that the brand has big plans for this growing virtual space, which is continuing to attract more attention from brands and agencies by the day.

The waitlist for the NFT drop, which leads to early access on March 15, opens today and can be accessed at almondbreeze.apefuel.io.

For more, sign up for The Drum’s daily US newsletter here.

Modern Marketing Brand Purpose Brand Strategy

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +