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The Drum

Coke Middle East ditches labels in Ramadan equality push

Coca-Cola has removed its logo from its can branding in a bid to encourage people not to ‘label’ each other.

The campaign, which is running in the Middle East instructing people not to judge each other during Ramadan, features minimalist Coca-Cola branding.

FP7 Dubai and Memac Ogilvy developed the campaign.

Running with the 'Labels are for cans, not for people' tagline, the product is still notably recognisable as the soda brand, despite the minimalist approach.

Supporting the branding switch-up was a video ad showing a number of men in a dark room conversing before being revealed as a diverse group by a sudden burst of light.

Check it below.