In commemoration of Ramadan, and in a bid to unite a highly multicultural region such as the Middle-East, Coca-Cola has wiped off its can labels. The beverage manufacturer is hoping that this move will somewhat make individuals aware of the fact that prejudice and labeling people is not okay. The limited edition cans have been stripped off the brand logo lettering, but still sports the iconic Coke stripe. They also bear “Labels are for cans, not for people” writing.
“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,” says FP7/DXB a Dubai-based agency.