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Coca Cola Releases Label-Less Cans For Ramadan Campaign

07/07/2015 02:33 EDT | Updated 07/07/2015 02:59 EDT

Coca Cola Middle East has removed its famous name from their cans to promote a world without labels.

Leaving only their signature white ribbon on the classic red cans, Coca Cola swapped their name for a line that reads, "labels are for cans not for people," Mashable reports.

Dubai-based advertising agency FP7/DXB — which developed the campaign in time for Ramadan — explained the label-less cans in a post on Facebook:

“In the Middle East, a region with over 200 nationalities and a larger number of labels dividing people, Coca-Cola has set out to remind us that while it takes just 7 seconds to build prejudices based on someone’s appearance, nationality or culture, it takes just 1 extra second to overcome them.”

Last year, Coke released a commercial specifically aimed at Muslims celebrating Ramadan based around iftar, the family meal at the end of the day.

But changing up their labels has proven to be a profit booster in general for the company, which saw a rise in sales after their 'Share a Coke' campaign launched in North America in 2014, The Wall Street Journal Reports.

The soda giant also released a commercial in conjunction with the new cans, Business Insider reports. In the short film, a group of strangers are brought into a dark room and asked to speak about themselves. After the men introduce themselves, the others in the group describe what they think each man looks like. Once everyone at the table has spoken, the lights come on and reveal the surprising truth about the group.

Watch the video above to see the reveal.

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