This month, Coca-Cola is abandoning labels, and encouraging people to do the same.
In honor of the Islamic holy month of Ramadan, the beverage giant is producing unmarked cans in Middle Eastern countries to raise awareness for worldwide prejudice and stereotypes, Mashable reported. The special cans swap out the brand’s iconic cursive lettering for a design that features only the white ribbon and the message, “Labels are for cans, not people.”
The campaign is being led by Dubai-based agency FP7/DXB, Mashable reported, and the cans will be produced in Middle East countries for Ramadan, which began at sundown on June 17.
The Middle East branch of the company announced the campaign on Tuesday, according to CNN, in conjunction with a YouTube video that highlights how quickly people develop prejudices, but how simple it is to dismantle those perceptions. In the video, a group of men of different identities are asked to guess each other’s appearances in a dark room. When the lights are turned on, they discover how incorrect their guesses were. The cans hope to encourage people to take the time to get to know each other before making judgements.
"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," the agency said in a statement, according to AdWeek. "And that we are all basically just the same -- human."