DUBAI, United Arab Emirates – “Labels are for cans not for people” – the message replaces Coca-Cola logo on its cans of soda in the Middle East for the season of Ramadan fasting.
The idea as part the soda giant’s strategy to boost its sales in the Middle East is to encourage people not to judge one another based on their appearances.
The can design features a red background and Coca-Cola’s signature wavy, silver stripe — but not the words “Coca-Cola. On the back of the can, it has the message to combat prejudice.
The company also released a video showing the misconceptions that can arise from prejudice.
The film, created by FP7 and Memac Ogilvy, shows a group of strangers sitting around a dinner table in the dark.
The men chat about various subjects, including their hobbies and share what they have in common.
The group, filmed by infra red cameras, includes a heavily tattooed guy, two men in traditional Arab dresses and a wheelchair user and another man in smart business dress.
When the lights are turned on, they express their surprise at the people they were talking to.
At the end of the film, they are invited to reach under the table to pull out of a box of limited edition Coke cans without Coca-Cola’s traditional labels. The caption “Labels are for cans, not for people”.
“Through this campaign, Coca-Cola encourages the world to see without labels, but instead to open their hearts and see with their hearts,” Coca-Cola said in a statement. “Coca-Cola is removing its own iconic labels in an effort to promote a world without labels and prejudices.”
The agency behind the campaign said that it has been designed for the region “with over 200 nationalities and a larger number of labels dividing people”.
“These Coca-Cola cans send a powerful and timeless message that a world without labels is a world without differences,” the agency said in a statement.
The campaign fits into Coke’s larger “Let’s take an extra second” campaign which aims to encourage people from around the world to get to know one another beyond a first impression.