Coca-Cola has ditched its logo on cans in the Middle East to promote a world without labels.
In honor of the Islamic festival of Ramadan, which began on June 17 and lasts through July 17, Coca-Cola replaced its iconic logo with a simple message: “Labels are for cans not for people.” The campaign was engineered by Dubai-based advertising agency FP7/DXB.
“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,” FP7/DXB said in a statement.
Coca-Cola has a history of eye-grabbing ad campaigns, including the “Share a Coke” campaign launched in the United States in 2014 which increased sales of Coca-Cola in the U.S. for the first time in 10 years.
- Taylor Swift Is TIME's 2023 Person of the Year
- Meet the Nation Builders
- Why Cell Phone Reception Is Getting Worse
- Column: It's Time to Scrap the Abraham Accords
- Israeli Family Celebrates Release of Hostage Grandmother
- In a New Movie, Beyoncé Finds Freedom
- The Top 100 Photos of 2023
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time