Coca-Cola has removed the label from its cans in the Middle East to coincide with religious holiday Ramadan, with the drinks giant hoping that others will think about what removing labels can do for greater society.
To replace the iconic cursive letters, it's inscribed the message "labels are for cans not for people," in order to get people over Ramadan to think differently about how they view those around them.
The promotion sits under the banner, “This Ramadan see people differently”, with Coke also releasing a video where it puts a bunch of strangers in a dark room and asks them to determine what they look like by just hearing their stories.
This is not the first socially-concious marketing campaign Coke has done in recent months, with the brand extending its popular 'Share a Coke' campaign to those who are visually impaired.
Mexican ad agency Anonimo, was behind the idea, that saw special vending machines created for Braille cans. The cans were distributed at Comite Internacional Prociegos A.C., a private nonprofit that helps to train blind and visually impaired adults.
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