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 products, in an effort to promote a world without labels and prejudices. Coca-Cola has released the first-ever “No Labels” limited edition cans as part of an activation idea during Ramadan (titled "Remove labels this Ramadan").
McCann's Dubai-based agency FP7/DXBl created the cans to make a compelling point about removing stereotyping and prejudices. The message on the cans spells out their purpose, sharing with every consumer who grabbed those cans that labels are for cans, not for people.
The sleek cans appeared for the first time ever, without the traditional label of Coca-Cola on them, but still bearing the beautiful, iconic brand cues. The cans have been released in time with their global campaign, ‘Let’s take an extra second’, where Coca-Cola invites the world to take an extra second and get to know people, in order to get rid of all the stereotypes and preconceptions one might have.
Coca-Cola is probably the one mega-brand that talks most about equality in its communication and it’s only natural for them to strip their own labels, in an effort to encourage everyone to strip the labels off of people as well.
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. And that we are all basically just the same - human.