Understanding the Value Add of NFTs

Non-fungible tokens, or NFTs, are everywhere these days—from designer handbags to luxury real estate and collectible art. Brands jumping aboard the NFT ship are already seeing myriad opportunities for 2022. Hype or not, there is no denying that the potential to grow revenue, sooner or later, is there. PepsiCo’s Todd Kaplan, vp of Marketing, Colas, joined Adweek’s Outlook 2022 event to talk about how he’s reimagining the opportunities for the CPG conglomerate while preserving what made the brand iconic in the first place.