Masterful advertising yet again by Coke. With each campaign Coke bring out something new and unexpected which in today’s competitive world looks seemingly impossible. Its their way of to promoting a world without labels and prejudices. Coke wants to encourage people not to judge each other based on their appearance.
Coca-Cola is removing its logo from its cans of soda in the Middle East to encourage people not to judge one another throughout the Ramadan. One side is blank, other than the brand’s iconic coloring. The other side reads: “Labels are for cans, not for people.” It’s an excellent attempt at abolishing prejudices based on religion and to forget stereotypes.
The film starts with introducing a few strangers in a dark room and they are asked to talk on various topics and what is common between them. And when the lights come up and it shows that the diverse group who normally wouldn’t interact with each other ever had a good chat. The group consisted of a guy with facial tattoos, two men in Arab dress, a man in a wheelchair, and another man in smart business dress. This tells us that based on our own mental perception about others determines our behaviour towards them which may not be always right.
And this isn’t the only campaign where the campaign idea is based more on a social cause with a product’s ability to help resolve/elevate or at least bring that issue up and highlight it.. Earlier Coke had also come up a with a campaign Choti Badi Khushi (open happiness) which was based on the fact that in today’s world, we have become insular and self-focused. The ‘I’ tends to stop caring for the ‘we’. Being kind to a stranger is often considered crazy. When you do something good for others, happiness is inevitably the result.
Over the years the Cola war is dying down and I suppose both giants Coke and Pepsi are focusing on more meaningful campaigns.