Coca Cola Middle East’s Ramadan campaign has all the perfect notes. In an effort to let the world love everyone without any labels, the company decided to let go of its own label.
Celebrating the month of Ramadan and the festival of Eid, Coke relaunched its iconic red-and-white cans but without the Coke label. The back of the can has a simple message, ‘Labels are for cans, not people.’ The purpose of the campaign is best explained in this video where six men are brought together to discuss their lives. Since we are so quick to form prejudice based on our past experiences, the experiment was conducted in a dark room.
What follows next is simply brilliant. Take a look at the video to know what happened when the light came on.
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