Cans of Coca-Cola will go conspicuously unmarked in the Middle East this month as part of a Ramadan-themed ad campaign aimed at drawing attention to worldwide prejudice. At the end of the film, the group are invited to reach under the table to pull out of a box of limited edition Coke cans, from which the labels have been removed and the caption “Labels are for cans, not for people” has been printed. The ad tries to spread the message of not to judge people by their looks. The men chat about various subjects and what they have in common.
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The promotion, entitled “Remove labels this Ramadan”, fits into Coke’s larger “Let’s take an extra second” campaign, which calls on people the world over to take some extra time to get to know one another beyond a first impression – preferably over a sugary beverage.
The group were quick to assume physical characteristics of each other based on their stories but when the lights came on and everyone was revealed they were surprised to realise that their assumptions were completely wrong.
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In a statement, Coca-Cola explains the thinking 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?” “Coca-Cola is removing its own iconic labels in an effort to promote a world without labels and prejudices”.
