FP7 / McCann-Erickson’s agency Dubai - Coca-Cola

Coca-Cola has erased its famous script from its new cans. Gone, poof, vanished, leaving behind a naked white ribbon, fluttering against Coke’s theater-curtain-red backdrop. 

FP7/DXB, McCann-Erickson’s agency branch in Dubai, rolled out a limited-edition run of the new package design in Middle Eastern countries for the month of Ramadan, as part of Coca-Cola’s umbrella campaign to fight prejudice, “Let’s take an extra second.” The message behind the stripped down cans: don’t label other people. Via wired.com