Powerful Coca Cola Campaign Removes All Labels to Promote Tolerance

It’s almost impossible not to make judgments about someone within the first few seconds of meeting them.

Whether we’re conscious of it or not, we form ideas based on how someone looks, dresses, and carries themselves.

Then, we often label them.


For Ramadan, Coca Cola wanted to remove labels – on both its cans of cola and on people.

To emphasize this, they put six strangers in an unlit room, had them meet and converse for the first time in total darkness, and captured the experience via infrared video cameras. The idea behind it was that there was no way for any of them to base their first impressions on looks alone.

After each of the six men discussed their lives, interests, and professions, they offered opinions as to what the other strangers may look like. When the lights came on, there were more than a few surprised people when their preconceived notions were shattered.

As part of the campaign, Coke also introduced a new version of its iconic red and white can in Middle Eastern countries for Ramadan – and ones without labels. The cans feature the company’s signature ribbon, but the words “Coca Cola” are absent. The back of the cans read “”Labels are for cans, not people.”

Of course, the idea is to promote open mindedness and tolerance. And we like it.

Check out the video for yourself: