Coca-Cola Says Labels are for Cans Not People
FP7/ Dubai and Coca-Cola joined in a new highly innovative Ramadan campaign to promote a world without prejudice and labels by changing the beverage’s packaging. Special cans were created that did not have the Coca-Cola brand name, but encouraged tolerance with the message "Labels are for cans, not for people."
The campaign also consisted of inviting six strangers to get to know each other in complete darkness in order to see each other in a different light. After hearing about each other’s hobbies and interests, they tried to guess what each person looked like, only to later realize that they were completely wrong.
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