Coke removes labels from cans during Ramadan to 'combat prejudice'

Coca-Cola cans in the Middle East have been stripped of their labels during Ramadan, as part of a campaign to 'combat prejudice'.

Coca Cola's special edition Ramadan cans (Facebook: FP7) Source: (FP7 on Facebook)

The minimalist design features the brand's signature red wavy, silver stripe and the words: "Labels are for cans not for people".

The company said the campaign aims to send a powerful message about prejudice.

The promotion, called “Remove labels this Ramadan,” forms part of Coke's larger "Let’s take an extra second" campaign, which calls on people to take some extra time to get to know one another beyond first impressions.

"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.

"Coca-Cola is removing its own iconic labels in an effort to promote a world without labels and prejudices."

Coca-Cola was able to skirt any nutrition and ingredient labelling rules by making the label-less cans only available at events.