From: Packaging News

Coca-Cola has issued label-free cans as the company said it wants people to imagine a world without labels.

Coke’s label-free version of the iconic red-and-white can is available in Middle Eastern countries for Ramadan, the Muslim holiday that ends July 17.

The cans, intended to promote open-mindedness and tolerance, feature Coke’s signature dynamic white ribbon but not the words “Coca-Cola”.

The message “Labels are for cans, not people” features on the back of the can.

The campaign, created by FP7 and Memac Ogilvy, features an accompanying video emphasises the company’s intention for the campaign.

In it six men in a darkened room shared opinions about what the others looked like, based on conversations about their lives, only for their preconceptions to be proved wildly inaccurate.

Coca-Cola said in a statement: “In a time when equality and abolishing prejudices is a hot topic for discussion around the world, how does one of the leading brands like Coca-Cola join in the conversation? In the Middle East, during the month of Ramadan, one of the world’s most well-known labels has removed its own label, off its cans, in an effort to promote a world without labels and prejudices.”

The push is part of Coca-Cola’s larger “Let’s take an extra second” campaign.