Coca-Cola has started a Middle East campaign in which it removes its logo in order to encourage people not to judge each other. The campaign was launched by FP7 Dubai and Memac Ogilvy
Other than the brand’s iconic red-and-white colouring, the company’s no-label cans will run throughout the month of Ramadan. However, on one side, it will read, “Labels are for cans, not for people”.
The campaign, which was first spotted in Campaign India, launches with a film that shows six strangers sat down in a dark room for a dinner party. The men talk to each other about themselves, their interests and what they have in common. From this, they try to anticipate, out loud, what each one would look like. However, when the lights come on, the diversity, even within those six men, is revealed. This includes two men in traditional Arab clothing, a facially-tattooed Indian man, and a man in a wheelchair, a business man and a casual man.
Coca-Cola released a statement which explains their idea 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.”
The Middle East campaign is part of Coca-Cola’s global campaign, “Let’s take an extra second” push, which encourages people to eliminate stereotypes and get to know one another better before passing judgement.
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