Purpose of the campaign
To promote living in a world without labels by abolishing prejudices
Why and how it was so successful
We are always surrounded by stereotypes and in today’s world the first impression is always considered as the last impression. Coca-Cola, in the month of Ramadan, decided to let people be a little less judgemental and launched a campaign in the Middle East where the 6 strangers got to know each other better. Coca-Cola seated 6 strangers (A guy with facial tattoos, two men in Arab dress, a man in a wheelchair, and another man in smart business dress) in a dark room at a dining table and asked them to speak about themselves. The conversation started with each one talking about what they do and what they like.
After they switched the lights on, people were shocked as to whom they were having a conversation with. They agreed that they did not expect certain traits from people after looking at how they looked physically making us realise that these stereotypes are nothing but society’s teachings. The participants were then asked to reach under their chairs to find Coca-Cola’s cans without the company label having a statement which said that “Labels are for cans not for people.” 
The video garnered 1 million+ views in just 3 days. “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,” the agency said in a statement, according to AdWeek. “And that we are all basically just the same — human.”
Tips and Opinions
This was a very bold and unexpected campaign by Coca-Cola. This induced top of the mind recalls in customers since “red” is always associated with Coca-Cola and it need not have its company symbol for people to buy it. It successfully spread across the message that people should take an extra second to get to know one another better rather than relying on preconceived notions
“A world without labels is a world without differences”
A Blog By-
Sneha Bansal
Unique Marketing Campaigns 