MIDDLE EAST – One of the longest and hardest battles that the world has been fighting is the battle against prejudice, stereotypes and discrimination.
The victory may still be out of reach as of this time, but advocates of freedom and equality would not tire of pushing forth this mission.
Coca-Cola Middle East is one with the equality warriors in denouncing prejudice by going against labels–literally. With only the iconic white strip hugging the can, Coca-Cola removed its logo and replaced it with the words “Labels are for cans, not for people.”
This initiative by the famous drink is in observance of the holy month of Ramadan.
“By urging everyone to remove stereotypes, we hope to spread happiness to the wider community,” said Islam El Dessouky, IMC manager, Coca-Cola Middle East in a press release by Coca-Cola.
Apart from the label-free cans, Coca-Cola also released a video showing a social experiment among six strangers with different racial backgrounds in one table during an iftar, the nightly fast-breaking meal during Ramadan. The strangers shared the meal in the dark, therefore, allowing them to converse without forming prejudices or stereotypes based on the physical appearance of one another.
The label-free Coca-Cola cans will run for a limited time.
