A new shipment of Coca-Cola cans into the global market has revealed that the world's most consumed beverage drink wants everyone to imagine a world without labels. The global giant introduced a new version of its iconic red and white can in Middle Eastern countries for Ramadan, the Muslim holiday that ends July 17.
The new red cans feature Coke's signature dynamic ribbon but not the words "Coca-Cola" and are intended to promote open-mindedness and tolerance. The backs of the cans bear the message "Labels are for cans, not people."
Critics debate whether these are genuine acts of social goodwill or mere marketing ploys that associate a brand with feel-good campaigns. Also debatable is whether a limited-time campaign can have enough impact to change perceptions in the long term.
Regardless, the wide-reaching influence of huge brands can bring new attention to the situation.
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