Coke has removed the logos from its packaging in the Middle East to encourage people not to judge each other
The no-label cans will run throughout Ramadan. One side is blank, other than the brand's iconic coloring. The other side reads: "Labels are for cans, not for people." We first spotted the cans on Campaign India.
The group are then asked to reach under their chairs, where they pull out the Coke cans and their "Labels for cans" messaging.
In a statement, Coca-Cola explains the thinking behind campaign: "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 Middle East campaign ties in with Coke's global "Let's take an extra second" push, which encourages people to forget stereotypes and take the time to get to know people better.
Here's the Coca-Cola Middle East campaign launch film: