Coca-Cola cans are looking quite bare this month in the Middle East – with all but a clear message on why it’s shed its usual skin: “labels are for cans, not people."
Part of the “Remove labels this Ramadan” campaign (brilliantly created by FP7 and Memac Ogilvy ), Coca-Cola is promoting a world without labels and prejudices by removing their own label from products. A video goes along with the campaign, depicting a very diverse group of six men (no women for some reason) who are seen getting to know each other in the dark and forming first impressions blindly. When the lights go on, each is surprised at the appearances of the others.
The Middle East is diverse with hundreds of sects, cultures and disparate peoples, and unfortunately, often a lot of labels and prejudices. The powerful message from the mega-brand is encouraging people to look beyond their differences and see each other as simply human, and it's timed perfectly during the holy month of Ramadan.
This all fits in nicely with Coca Cola's worldwide campaign "Let's take an extra second," which encourages people to get to know each other and thus get rid of stereotypes and preconception – one would only assume over a carbonated beverage.
The message is great, and fortunately the soda giant's branding is so well-known that even without any labels consumers can easily recognize the stark red cans and iconic swirl.