James Au reports that real-world megabrand Coca-Cola has consented to advertising in the virtual world of Second Life. The Coca-Cola logo will make its official appearance at a live music event as part of the corporation's sponsorship of the event's real-world counterpart. While this is perhaps the biggest brand ever to formally claim a foothold in Second Life, numerous unlicensed replicas of Coca-Cola-branded objects have already been created, sold, bought and enjoyed by residents of the virtual world (examples: 1, 2, 3, 4, 5).

I don't know if the unlicensed use of the Coca-Cola brand in Second Life has helped or harmed the corporation, but I suspect the impact of the Coke logo at this live event will be minimal. It's possible that due to Coke's history in Second Life, as well as Coke's real-world mindshare that residents are already overexposed to the brand, and won't even notice its presence. Other notable brands hijacked for use in Second Life have included Star Wars, Apple and U2.