"Labels are for cans, not people.”
Whatever your opinion on the renowned beverage company, it’s hard not to love their recent campaign for Ramadan, the Muslim holiday that ends July 17th. To promote a world without labels, Coca-Cola is dropping its own in the Middle East.
As Egyptian Streets shares, Coca-Cola is temporarily removing its name from soda cans in the Middle East to encourage people not to judge each other. Instead of their logo, the iconic red and white cans share the message, “”
In the video above, a diverse group of men sit together in the dark and discuss their lives and backgrounds. With only their voices and words as cues to each one’s outer appearance, the men each share their preconceived notions about what the others must look like. Not surprisingly, those images are shattered when they see the group with the lights on. Wonderment is expressed at each individual’s unexpected physical appearance, including a facially-tattoed psychologist and a wheelchair-bound adventure athlete.
The inspirational advertisement is just one more reminder to view others based on who they are on the inside, not on the outside.
The campaign for Ramadan ties in with Coke’s global “Let’s take an extra second” campaign. The ad team, FP7/DXB and Memac Ogilvy, explained the concept behind the campaign:
“In the Middle East, a region with over 200 nationalities and a larger number of labels dividing people, Coca-Cola has set out to remind us that while it takes just 7 seconds to build prejudices based on someone’s appearance, nationality or culture, it takes just 1 extra second to overcome them.”
In addition to their tolerance campaign, Coca-Cola announced that, instead of advertising on television, it would only post its video ads on social media. This is to honor the holy weeks of Raman which call for a focus on charity.
Perhaps the best part? The millions of dollars saved will be used to help develop more than 100 underprivileged villages in Egypt.
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