Labels are for cans, not for people

Reading Time: 2 minutes

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.

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Published by Ross

Ross grew up on the wrong side of the Jukskei. He studied at Vega and was awarded the Top Student prize at his graduation. After working as a freelancer for four years, he founded Nicework with Ben Vorster. He has a penchant for Scandinavian wood furniture and really nice shirts. He is open to bribery- all iPads are welcome. He also likes chocolate cake and is happily married.

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