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Coca-Cola Middle East uses label-less can to promote tolerance

Article-Coca-Cola Middle East uses label-less can to promote tolerance

Coca-Cola Middle East uses label-less can to promote tolerance
To make a point, the only copy on this promotional Coke can is "Labels are for cans, not for people."

Earlier this summer, during the Muslim holy month of Ramadan, Coca-Cola Middle East used labeling—or, more accurately, a lack of labeling—on its cans to discourage prejudice and encourage tolerance.

The limited-edition cans sported the brand’s signature color scheme, with a white vertical ribbon on a red background. However, the packaging design did not include the Coca-Cola logo or any product/contents information. The back of the can was printed with the message: “Labels are for cans not for people.”

The cans were part of an anti-prejudice campaign that also included a short web video, in which six strangers, all men, came together for an iftar (evening fast-breaking) during Ramadan.

The video was shot in the dark using infrared video equipment, so the men couldn’t see each other as they chatted about music, books, cooking and other personal interests. When the lights came up, they were surprised to see that the others didn’t fit the stereotypes associated with their interests.

Reaching under their chairs, each man found a box containing two of the label-less cans of Coca-Cola. One of the men in the video, commenting on the can and the social experiment generally, remarked, “It’s obvious, we shouldn’t judge people by their looks.”

It is unclear how and where Coca-Cola Middle East distributed the cans, considering their lack of legally mandated product information and the fact that Ramadan is a month of fasting for Muslims.

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