In Middle East, a region with over 200 nationalities and a large number of labels dividing people, Coca-Cola wanted to send a timeless message. In honour of the Islamic festival of Ramadan, which began on June 17th and lasts through July 17th, a new campaign has started, entitled 'Let's Take An Extra Second'. The campaign also features a social experiment called 'Remove Labels This Ramadan'. The most important point of it is to highlight the issues of inequality, attempting to abolish prejudices and to get rid of stereotypes and preconceptions one might have.

The brand has suffered in the past because of the Arab League boycott, launching every year a different campaign with a specific advertisement in order to try to sell its products and in a renewed bid to align itself with global harmony. The idea behind 'Let's Take An Extra Second' is to, instead of forming preconceived notions or stereotypes about other people, encourage the world to take an extra second and to get to know people. An inspiration to remove labels that we put on others and to rise above the differences and inequalities created by ourselves.

Coca-Cola has teamed up with FP7/DXBb, a Dubai-based McCann Worldgroup agency, and Memac Ogilvy, to launch this experiment. They produced a video with a diverse group of men seated in a dark room, where they can meet and talk but are unable to see each other, avoiding prejudiced knee-jerk reactions.

This group of people included an avid home cook, a heavy metal musician, a student of Emirate Heritage and the Arabic Language and also a personal branding specialist Loy Machedo. When the light came on, the participants found that the people they spoke differed from what they had imagined, challenging their preconceived notions and prejudices.

At the end of the experiment, all of them were invited to reach under their chairs where they could find the "No Labels" Coke can, which was the main purpose of the exercise.

In order to show this idea and in an effort to promote a world without labels and prejudices, Coca-Cola removed, for the first time, its own label off its products though still bearing the brand's iconic colours sans the traditional Coca-Cola trademark.

Apart from all of that, the message that the brand wanted to share with every consumer who grab a limited edition can, and that can be seen on one side of the can, is "Labels are for cans, not for people".