Coca-Cola’s recent Ramadan campaign highlights the issues of inequality and attempting to abolish prejudices. While the issue is a hot topic for discussion around the world, Coca-Cola has joined the conversation with its latest social experiment (called ‘Remove labels this Ramadan’) by removing its own label, off its products, in an effort to promote a world without labels and prejudices.
Coca-Cola has shared the first-ever ‘No Labels’ cans as part of that social experiment idea during Ramadan. The creative agency behind the ’No Labels’ can is FP7/DXB. The cans are created to make a point about removing stereotyping and prejudices. With the new initiative, Coco-Cola has tried to spell out the message to every consumer who grabs those cans that labels are for cans, not for people.
While the cans still bear the iconic brand cues, the traditional labels have been removed as part of the social experiment.
The cans have been released in time with their global campaign, ‘Let’s take an extra second’, where Coca-Cola invites the world to take an extra second and get to know people, in order to get rid of all the stereotypes and preconceptions one might have.
In the Middle East, a region with over 200 nationalities and a larger number of labels dividing people, these Coca-Cola cans send out a powerful message to rise above the differences and inequalities created by ourselves and have a world without labels.