Yoplait has launched its first-ever NFTs (Non-Fungible Tokens) collection, in partnership with skateboarding sensation and Tokyo 2020 bronze medallist, Sky Brown, to raise money for her chosen charity, Skateistan, an international non-profit organisation that empowers children through skateboarding and education.
NFTs are scarce and rare collectibles for the digital age. Each item is minted to the blockchain, a digital ledger, certifying the provenance and ownership history. A first for the brand, the NFT campaign will allow skateboarding enthusiasts and Olympic fans to own a unique piece of Sky Brown art in the form of a Sky Brown x Yoplait avatar, which will incorporate moments from Sky’s medal winning moments at Tokyo 2020.
There are 61 avatars available to purchase via the Team GB NFT website. The avatars can be used in several ways, such as a social profile picture or digital art collections. Buyers will also be offered an exclusive opportunity to be entered into a ‘lucky dip’ to win a host of money can’t buy prizes, including signed merchandise and personalised videos from Sky.
Joanna Goodman, Head of Marketing, Yogurt (Northern Europe) at General Mills, said: “At Yoplait, we are constantly looking at new ways to revolutionise our campaigns. This is a first for both Sky and Yoplait, allowing the brand to deliver fun like no other kids’ healthy snack. The launch of the NFT collection is the latest development in the partnership between Yoplait and Team GB’s youngest ever medallist.
“We are also proud to support Skateistan – a charity that is very close to Sky’s heart – and to help make a difference to children’s lives while encouraging them to get active. Donations from the sale are expected to raise an estimated £7k/$10k for the charity.”
Sky Brown said: “I am super excited to partner with Yoplait to bring our unique Sky Brown x Yoplait avatars to the NFT universe. Proceeds from all NFT’-s purchased will go to my chosen charity, Skateistan. By combining skateboarding with creative, arts-based education, Skateistan gives children the opportunity to become leaders for a better world. A cause that is very important to me.”