Middle East is promoting a world without labels
during the holy month of Ramadan by abandoning its own.
A limited-edition run of red Coca-Cola
cans features the
brand’s white dynamic ribbon, but not its signature scripted logo. The backs of
the cans include the anti-prejudice, pro-tolerance message: "Labels are
for cans, not people."
“Fighting prejudice is an ongoing global battle, which
Coca-Cola Middle East is proud to help combat this Ramadan by reminding the
public that labels are for cans not for people,” said Islam El Dessouky, IMC
Middle East. “By urging everyone to remove stereotypes, we
hope to spread happiness to the wider community.”
Studies show that prejudice is usually formed in the first
seven seconds of meeting someone based on appearance, nationality or culture.
Coca-Cola Middle East also released a video documenting a
unique social experiment that highlights stereotyping in society. The short film shows how Coke invited six strangers to an iftar – the nightly fast-breaking
meal during the holy month of Ramadan, which runs through July 17 – in the
dark. The guests conversed without forming prejudices about their fellow diners
based on physical appearance.