For a World With No La­bels

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In the Mid­dle East, a re­gion with over 200 na­tion­al­i­ties and a larger num­ber of la­bels di­vid­ing peo­ple, Coca-cola has set out to re­mind us that while it takes just seven sec­onds to build prej­u­dices based on some­one’s ap­pear­ance, na­tion­al­ity or cul­ture, it takes just one ex­tra sec­ond to over­come them.

The brand is in­spir­ing us to re­move the la­bels we stick on oth­ers.

Dur­ing Ra­madan, it has launched a unique so­cial ex­per­i­ment that sheds light on stereo­types and prej­u­dices we hold, by turn­ing off the lights, as Coke in­vited par­tic­i­pants who were strangers to an If­tar in the dark. When the lights came on, their per­spec­tives changed. And the la­bels they had put on oth­ers were re­moved.

As part of this ex­per­i­ment, be­ing one of the world’s best known la­bels, Coca-cola re­moved its own la­bel off the cans that the par­tic­i­pants were given and pre­sented the first-ever ‘No La­bels’ in an ef­fort to pro­mote a rather more tol­er­ant and open world with no dis­crim­i­na­tion. The cans were cre­ated to make a com­pelling point about re­mov­ing stereo­typ­ing and prej­u­dices. The mes­sage on the cans spelt out their pur­pose: that “la­bels are for cans, not for peo­ple”.

Th­ese Coca-cola cans share a pow­er­ful and time­less mes­sage that a world with­out la­bels is a world with­out dif­fer­ences. And that we are all ba­si­cally just the same - hu­man. No more name-call­ing, no more la­bel­ing.

The video, which has been posted on Youtube on July 4 has been viewed over 1,622, 200 mil­lion times.

This ini­tia­tive is part of Co­cacola’s brand plat­form for 2015 where glob­ally the brand has launched a cam­paign ti­tled “Let’s take an ex­tra sec­ond” to shift peo­ple away from prej­u­dices and stereo­types.

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