To eliminate stereotypes and encourage people not to judge each other, the most famous American soda company opted to remove labels from its cans of soda in the Middle East throughout Ramadan.
Featuring a plain white ribbon fluttering against Coke’s iconic red backdrop, Coke’s new packaging conveys the message “Labels are for cans not for people”.
Created by FP7 and Memac Ogilvy, the campaign is part of the company’s “Let’s take an extra second” initiative that aims to encourage people to take time to get to know each other.
Aside from giving its cans a new look, Coke launched a film featuring a group of strangers chatting in the dark. Despite having different backgrounds, the guys were able talk about various subjects and discovered that they share some things in common. When the lights come up, the group of men that includes two men in Arab dress, a guy with facial tattoo, a man in a wheelchair, and a man in business suit were stunned to see who they were talking with.
Watch the video below.
“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.”
Coca-cola’s Secret Formula Stored Inside a Vault
Ever wonder where the soft drinks company keeps its secret formula for the world’s most famous soda?
Believe it or not, it is highly secured in a 10-foot vault World of Coca-Cola in Atlanta.
“The move of the Coca-Cola secret formula is a historic moment for the company. The company has always gone to great lengths to protect it, and now by safeguarding it at the World of Coca-Cola, we can share its legendary legacy with people around the world,” said Phil Mooney, the company’s director of archives.