Coca-Cola is ditching labels, and we should do the same.
In his article, “Coca-Cola Sends a Message With Label-Free Cans,” Wyatt Massey of CNN explains why Coca-Cola their ditching labels and have removed their iconic logo from the product can. The new campaign encourages consumers to imagine a world without prejudice and advocates that “Labels are for cans, not people.”
The latest campaign video features six men discussing their lives in a dark room. Unable to see one another, they openly discuss their opinions on what they imagine each other to look like. When the lights turn on, they are surprised to see a tattooed psychologist, a clean-cut metal rocker, and an extreme athlete bound to a wheelchair.
Coca-Cola is not the first to combine marketing and social advocacy. Companies such as Dove and Nike have linked their brands to social activism. Even Starbucks attempted to start a discussion about race relations with its “Race Together” movement.
Critics debate whether these brands are genuinely promoting social good or manipulating our emotions as a marketing ploy. Regardless, the campaign draws new attention and gets people talking.