Coca Cola: Remove Labels This Ramadan

This Ramadan, Coca-Cola held a social experiment to challenge global attitudes towards stereotypes.

Dubai-based FP7/DXB and Memac Ogilvy has created a campaign to hone in on the idea of equality and tackle ongoing prejudices.

Six strangers were invited to dinner in the dark as part of an experiment to find out how people perceive one another.

While discussing interests, each dinner guest formed an idea of who they were sitting next to. When the lights were turned on and their guest’s faces were revealed, they realised that they had stereotyped their fellow guests according to their interests.

Coca-Cola has released non-labelled cans with the message Labels are for cans not for people to encourage users to take more time getting to know new people rather than judge them.