From having your name on a Coca-Cola can to having no label – not even the brand's – is a big shift. Here's how FP7 Dubai has managed this transition.
The genesis of the thought was in an experiment where a group of men were seated in the dark, unable to see each other. When the lights came on, they did not expect what they saw, thanks to the picture they painted of those around them based on what they heard.
The social experiment was conducted by Coca-Cola, in a joint effort between FP7/DXB and Memac Ogilvy.
A statement explained: "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 limited edition cans without the Coca-Cola branding appeared for the first time ever. The campaign aligns with the brand's global ‘Let’s take an extra second’ thought, urging the world to take an extra second and get to know people, to get rid of stereotypes and preconceptions one might have.