Coca-Cola has announced that they will be removing their logo from all their cans in the Middle East in honor of Ramadan.
According to Business Insider, Coke launched the campaign in an attempt to encourage people to stop judging each other. The no-label cans are set to run until the end of Ramadan later this month.
One side of the no-label can is blank, and the other side reads, “Labels are for cans, not for people.”
The campaign was launched by FP7 and Memac Ogilvy, who produced a film to start the campaign. It shows a group of strangers at a dinner party in the dark. They talk about various subjects until the lights turn on, and the group is revealed to be very diverse. The party includes a guy with facial tattoos, two men in Arab dress, a man in a wheelchair, and another man in business clothes.
The men are then asked to reach under their chairs, and they pull out Coke cans without labels.
Coca-Cola released a statement to explain the thought process behind the campaign:
“In a time when equality and abolishing prejudices is a hot topic for discussion around the world, how does one of the leading brands like Coca-Cola join in the conversation? In the Middle East, during the month of Ramadan, one of the world’s most well known labels has removed its own label, off its cans, in an effort to promote a world without labels and prejudices.”
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