Social values are creeping into more aspects of our daily lives as the desire. To be a conscious consumer becomes more commonplace. This new culture creates a perfect opportunity for companies to engage. Their customers by using labels as part of a broader, socially relevant brand initiative.

For example, Coca-Cola recently embarked on a branding project in the Middle East, timed to coincide with the holiday of Ramadan. The company’s Middle East division removed the iconic Coca-Cola name from its cans, leaving only the classic red color and white stripe logo. This was design to draw attention to the ethnic divisions in the area. The cans read, “Labels are for cans, not for people,” and were released along with an advertising. Campaign that urges customers, “This Ramadan see without labels,” according to brandchannel.

Product labels

“In the Middle East, a region with over 200 nationalities and a larger number of labels dividing people. These Coca-Cola cans send a powerful and timeless message that a world. Without labels is a world without differences,” say Dubai-based advertising agency FP7/DXB, which developed the campaign.

A commercial released to accompany the new cans features. A group of strangers in a dark room telling each other about themselves. After each one introduces himself, the others are ask to describe what they think he looks like. Of course, when the lights are turne on at the end of the commercial. Everyone is surprised to find out that no one looks the way they anticipated.

Coke’s labeling changes have often paid off for the company. In 2014, sales of Coke products increase after the introduction of the. Share a Coke” campaign, which print thousands of different first names on Coke bottles and cans.

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