Forming a partial opinion against the other without even knowing them first causes not only disruption in the society but also promotes hatred and resentment.
To fight off such prejudice that seems to be growing with the rise in mass socialization, thanks to the worldwide digital-merge, somebody like the world-renowned brand, Coca-Cola, had to take the stand.
To tackle this growing menace, Coca-Cola continued to extend its fight against prejudice to Middle East by going label-less for the entire Month of Ramadan.
Ramadan that began on June 17th this year and will end on July 17th is the holiest month in the Islamic Calendar. It is the month when the entire Muslim community becomes one, i.e., start fasting with a single-call to Fajr prayer and break it with the call of Maghrib prayer. It shows the entire world what true uniformity is.
Image Courtesy of: Coca Cola
Coca-Cola picked up on the amiable-environment of this month, sent out the limited edition of its Cans in the Middle East, featuring nothing but the brand’s symbolic silver stripe and an anti-prejudice message, “Labels are for cans, not people.”
The IMC manager at Coca-Cola Middle East, Islam El Dessouky, said in a statement on the company’s official webpage, “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.” He further added, “By urging everyone to remove stereotypes, we hope to spread happiness to the wider community.”
The campaign is an extended support to the brand’s global fight against prejudice, “Let’s take an extra second” that educates people to take a few seconds to get to know the other person better. The campaign reinforces the anti-prejudice message by promoting a short-film showing how prejudice can be formed in as little as 7 seconds. You can watch the video here.