Coca-Cola has launched a Ramadan campaign in which the beverage company is removing its iconic labels from its cans in an effort to promote a world without labels and prejudices.

Through this campaign, Coca-Cola encourages the world to see without labels, but instead to open their hearts and see with their hearts, as it announces that labels are for cans, not for people.

Coca-Cola is aware that the way people look and the way they dress can affect the way that others perceive them, before they have even spoken, the company said in a statement.

In fact, prejudice is usually formed in the first seven seconds of meeting someone. This can be based on appearance, nationality or culture.

Coca-Cola has released a video documenting a unique social experiment that highlights stereotyping in society. The innovative video shows how Coca-Cola invited six strangers to an iftar in the dark. This enabled the guest to converse without being able to form any prejudice about their fellow diners based on physical appearance. The video allows the guests and viewers to see how stereotypes affect their day to day lives.

Islam El Dessouky, IMC manager for Coca-Cola Middle East said: “Fighting prejudice is an ongoing global battle, which Coca-Cola Middle East is proud to help combat this Ramadan by reminding the public that labels are for cans not for people. By urging everyone to remove stereotypes we hope to spread happiness to the wider community.” – TradeArabia News Service