Coca-Cola is going label-free for Ramadan

WASHINGTON — “Labels are for cans, not people.”

That’s the message Coca-Cola is sending over the next week on its red-and-white cans. For Ramadan — the Muslim holiday that ends July 17 — Coke is scrapping the cursive letters it’s known for.

Instead,  the cans — which are only available in Middle Eastern countries — will feature Coke’s signature ribbon without the words “Coca-Cola.” The idea, according to CNN, is to promote open-mindedness and tolerance.

A promo video features six men sitting in the dark, discussing their lives and societal prejudice. As the discussion unfolds, the men guessed what the others looked like, only to be completely wrong when the lights came on.

Watch the video below.

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