- The Washington Times - Wednesday, July 8, 2015

Coca-Cola has introduced a label-free can in Middle Eastern countries for Ramadan that is intended to promote tolerance.

“Labels are for cans, not people,” reads a message on the back of the red cans, which feature Coke’s silver ribbon but without the words “Coca-Cola.”

“Through this campaign, Coca-Cola encourages the world to see without labels, but instead to open their hearts and see with their hearts,” Coca-Cola said in a statement, CNN reported. “Coca-Cola is removing its own iconic labels in an effort to promote a world without labels and prejudices.”

Coca-Cola also released a YouTube video showing the misconceptions that can arise from prejudice.

“It takes 7 seconds to build a prejudice based on someone’s appearance,” the video says. “So we invited 6 strangers to see each other in a different light — by putting them in the dark.”

The men in the video then start sharing opinions about what the others look like, only to be proved wrong when the lights came on.

The push is part of Coca-Cola’s larger “Let’s take an extra second” campaign,” CNN reported.

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