Coca-Cola has changed once again, this time to join the global movement for equality. By removing its own label off its products, Coca-Cola promotes a world without labels and prejudices.
Dubai-based agency FP7/DXB, created special cans for the month of Ramadan that feature only the iconic Coca-Cola ribbon graphic and the message, “Labels are for cans, not for people.”
The cans coincide with Coke’s global campaign themed “Let’s take an extra second,” which invites people around the world to take time to get to know people and banish their stereotypes and preconceptions.
“In the Middle East, a 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,” says the agency. “And that we are all basically just the same—human.”
The web-video shows how quickly prejudice can be formed and how wrong people can be sometimes. By communicating the message of removing labels and preconceived perceptions, Coca-Cola once again reiterates that the brand is for people. It advertises more than a commodity, it promotes good values and contributes to a global community.