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People love everything that is personalized, particularly from major marketers, and Coca-Cola smartly uses this through marketing stunts. Earlier, with the clever “Share a Coke” campaign, the company went on to see a 2.5 % jump in its sales in the US and now, they are ready with another campaign: “Remove labels this Ramadan”. This time, the company played with its packaging to promote a world with equality and tolerance by removing its labels, including the famous Coca-Cola logo (but not the ribbon). Dubai-based agency FP7/DXB, part of McCann Worldgroup, created special cans for the month of Ramadan that feature only the iconic Coca-Cola ribbon and the message, "Labels are for cans, not for people."

In the ad, a group of diverse looking men are made to sit in a pitch dark room and asked to guess each other’s appearance on the basis of how they talk. When the lights are flipped on, the men are astounded at what they see. The campaign comes under the larger umbrella of Coke’s “Let’s take an extra second” campaign, which urges people to take some time to understand each other before judging. As is en vogue, the idea is to use packaging to send a message and also maybe sell more Cokes.