NFTs, Marketing, Tech

Big-Brand Corporate NFTs and PR: Why Huge NFT Drops Are Still Problematic for the Giants

Examining issues and problems faced by Budweiser and Pepsi

Photo by Austin Distel on Unsplash.

My company,, handles generative NFT drops for what you’d probably (until lately) consider “normal” NFT drop teams. That is to say, we’ve been involved in drops ranging from those with little to no fanfare all the way up to drops that have sold out in minutes. But none of them, thus far, have been giant world-dominating brands like Budweiser or Pepsi, both of which dipped their pinky toes into the generative NFT space lately. Let’s look at some similarities and differences between these two drops.

Budweiser / Pepsi NFT Drop Similarities:

  • Both are gigantic international brands. Anheuser-Busch reportedly makes about $500 million annually, and PepsiCo rakes in around $70 billion annually.
  • Both are in the beverage space, although PepsiCo is (overall) more diversified with various other businesses aside from the soft drink brands.
  • Both dropped what are relatively small generative NFT sets compared to industry norms. Budweiser’s set was 1,936 NFTs; Pepsi’s was 1,893.

Let’s think about that final drop-size item for a moment, as it strikes me as absolutely strange. Mostly, that’s because the standard generative drop size is (more or less) about 10,000 NFTs — not that it has to be, of course, but “somewhere around 10k” has simply become the norm in this world.

Almost daily, numerous smaller / unknown / non-mega-brand NFT drops hit the Ethereum mainnet with ~10,000 NFTs and often manage to sellout, all without the marketing power of a Pepsi or a Budweiser brand name behind them. For Pepsi or Budweiser, selling 10,000 NFTs would be a no-brainer, an accomplishment achieved almost effortlessly. (Such is the power of being either an influencer or an existing mega-brand.)

And yet neither company went there (at least not with their initial drop).

But Why?

Incidentally, thirty years ago, asking “why” wasn’t a thing. Back then (1991), Budweiser had a famous campaign called “Why ask why?” But times…