Coca-Cola sends out a strong message this Ramadan

The beverage giant, Coca-Cola is producing unmarked cans in Middle Eastern countries during the holy month of Ramadan to raise awareness worldwide against prejudice and stereotypes. This is being done as part of Coca-Cola's larger campaign "Let's take an extra second."

The new red cans will feature Coca-Cola's signature white ribbons but not the brand name "Coca-Cola" in its inconic cursive writing. The back of the cans have a message “Labels are for cans, not people.” This is done to promote open-mindedness and acceptance. The idea behind the campaign is to make people realise that prejudices can be formed easily, within seconds. 

"In the Middle East, a region with over 200 nationalities and a larger number of labels dividing people, these Coca-Cola cans send 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," the agency said in a statement as reported by Adweek.

The campaign is being led by a Dubai-based agency called, FP7/DXB. The campaign was announced by the Middle East branch of the company on Tuesday with a YouTube video that shows how quickly people develop prejudices, but how simple it is to change their perceptions. In the video, we see six men who are brought together in a dark room and made to discuss their lives. As the lights come on, the six men are taken by surprise as the idea they formed of other people were different from how they looked or what they were.  

The video accompanied showcases the idea behind the campaign, that one should take the time out to know the other person before making a judgement.