The real thing – how brands can be more than advertisers in the metaverse

Jo Bowman

The role for brands in the metaverse could go beyond that of advertisers, providing spaces for like-minded people to share their passions, research for The Coca-Cola Company suggests.

The Coca-Cola Company has always played in a bigger space than the soft-drinks category. It and its many brands have for decades sought to represent refreshment, fun, sharing, togetherness and being ‘real’.

Now it’s going beyond IRL to explore the potential for Coca-Cola brands to engage with consumers in the metaverse.

At the MRS Insights from the Metaverse 2023 conference (January 2023) speakers from the business and BAMM, its research agency, outlined recent research undertaken in Latin America. Coca-Cola’s objectives were to understand how the metaverse is affecting humans on an individual, social and cultural level, and to identify the...

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