Labels are for cans, not for people.

Posted: July 10, 2015 in Free Hugs :'), The Youtube Treasure
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Source: Coca Cola Company Website

Middle-East is set to receive a limited edition Coca Cola without any labels this Ramadan. The promotion titled “Remove labels this Ramadan” is an extension to Coca Cola’s ongoing larger campaign, “Let’s take an extra second” which aims at calling people to get know one another beyond first impression, preferably over a beverage.

In one of the best ad campaigns that I have come across this year, McCann owned FP7/DXB, the agency behind the campaign, said in a statement in Dubai, “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,” In this powerful campaign, Coca Cola has decided to do away with their iconic cursive brand name and keep only their design layout with one side of the can bearing words, “Labels are for cans not for people.” This anti-prejudice, pro-tolerance label is set to put out a strong message to stop judging people and get to knowing them irrespective of their background, culture, language or nationality.

This campaign will be run throughout the holy month of Ramadan in a bid to rid of stereotypes and spread happiness to a wider community. In addition to the campaign, a social experiment video co-produced by Mr. Memac Ogilvy is also released where a group of people from diverse background are made to sit in dark and converse with each other and after a while, lights are turned on where they find each other that sort of person whom they would never talk to if they ever ran into each other.

I don’t know how they got away with labeling rules and guidelines but then there is no denial for this powerful beautiful campaign launched by them. Well done, Coca Cola 🙂




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