“Labels are for cans, not for people.”
Imagine a world without labels, can you do that? That’s exactly what Coca-Cola would like everyone to imagine and to set an example, the beverage company is dropping its very own famous label. Coca-Cola has once again toyed with its packaging to introduce a new version of its iconic red and white can in Middle Eastern countries for Ramadan.
The new red cans which feature the brand’s iconic Coca-Cola ribbon and the message, “Labels are for cans, not for people” are meant to promote equality and tolerance.
The campaign is accompanied by a video which underlines the idea behind it. Prejudices can be formed in mere seconds, so Coca-Cola brought together six men to talk about their lives in a dark room. As the group of men talked, they shared opinions about what the others looked like, only to have those preconceptions shattered when the lights came on.
The new cans coincide with the brand’s global campaign themed “Let’s take an extra second,” which encourages people around the world to take time to get to know people and banish their stereotypes and preconceptions.
Watch the video below:
Now, although this label-free campaign is creative and whilst we acknowledge the fact that Coca-Cola is sending out a strong message, we think it should be a more permanent feature and it should be done worldwide.
What do you think? Let us know in the comments section.