by Kevin Rabida . July 14th, 2015
This year, they have created a campaign for Ramadan to highlight their campaign to fight against stereotypes and removed preconceived labels on people.
And they did it literally.
For their campaign for Middle-East countries, Coca-Cola removed their brand name as well as other labels in their Coke cans except for their iconic ribbon swish.
Their message? “Labels are for cans. Not for people.”
This advertising campaign is in line with Coke’s Let’s Take An Extra Second experiment.
“This experiment is based on the assumption that people tend to judge others by their appearance, without taking time to really know them, and often forming a wrong impression.”
In the video, six volunteers were invited to have dinner together and talk about themselves. But there’s a catch. They have to do it in complete darkness.
Each of them were asked to give an impression on how the speaker looks like. All of the volunteer’s activities were caught using infrared cameras.
Coke’s removal of it’s brand name and other can elements except for it’s “ribbon swish” is in line with the modern trend of brand logos becoming flatter and more minimalistic.
The campaign coincides with the month of Ramadan, a tradition observed by Muslims worldwide as a month of fasting. This year’s Ramadan started on June 18 and will end on July 16.
Check the rest of the ad below:
The campaign is conceived by FP7/DXB, McCann-Erickson’s branch in the Middle East. The minimalist, “no labels” Coke can is available in Middle Eastern countries for the whole month of Ramadan.
What do you think of Coca-Cola’s no labels approach for Ramadan? Comment below!
Kevin is a reader first, a writer second, and a gamer somewhere in between. When not rooting for Tyrion Lannister for the Iron Throne, he's probably writing some morbid short story. He enjoys some surreal art, clever advertising campaigns, and a warm cup of coffee while reading Murakami.