Coinbase and Ethereum Network Dominate Liquid Death Packaging Industry

Coinbase, a leading crypto exchange, is embarking on an unconventional marketing journey to onboard one billion people to the world of blockchain technology. In a unique move, Coinbase has ventured into an unexpected territory for crypto brands – the grocery store.

For the next six months, Liquid Death, a popular canned water brand in the United States, will showcase advertisements for Base, Coinbase’s Ethereum layer-2 scaling network on its boxes. These boxes will feature QR codes enabling shoppers to mint original on-chain artwork from various digital artists. By engaging in minting NFTs and exploring Base, users stand a chance to win physical items from artists like Felipe Pantone and Jeff Hamilton.

While some artwork can be minted for free, others may cost between 30 cents to a few dollars, with all proceeds from sales being sent as crypto micropayments to the respective artists behind the pieces.

A Coinbase spokesperson highlighted that this initiative acts as a simple gateway for shoppers to interact with on-chain technology, even if they do not fully comprehend it yet. By linking the experience to something as familiar as discovering new artists, the spokesperson believes that the concept and value of on-chain technology become more relatable and significant to the general public.

Coinbase secured the opportunity to advertise on 500,000 Liquid Death boxes after winning an eBay auction by bidding $500,114 earlier this year, narrowly edging out the personal care brand Dude Wipes.

This retail push forms part of Base’s marketing strategy, which has utilized initiatives like Onchain Summer to connect with consumers in creative and unconventional ways. The outreach has predominantly focused on themes like democratization and rebranding certain crypto-related concepts for a broader audience.

The Liquid Death campaign is a deliberate effort by Coinbase to reshape the public perception of NFTs, portraying them as accessible and affordable tools to support artists worldwide, rather than being confined to highly speculative realms like CryptoPunks and Bored Apes.

Coinbase aims to redefine on-chain creativity beyond outdated notions, emphasizing that the potential of on-chain creativity is far from exhausted. The company envisions a future where on-chain creativity transcends existing boundaries and reaches new heights.

This article was edited by Andrew Hayward.