In the Middle East, Coca-Cola is looking to promote a world without labels and prejudices by erasing its logo on its iconic red can. The video campaign, created by Dubai-based agency FP7/DXB, part of McCann Worldgroup, has been released on the occasion of the Islamic month of Ramadan.
Yet despite all the good intentions, Coca-Cola has also erased the existence of women in the Middle East.
In the near three-minute long video, six men from different walks of life are being sat at the same table and put in the dark. They don't know and don't see each other. When lights are switched on, the participants found that the people they spoke to differed greatly from what they had imagined. The main goal of the experiment was to challenge their preconceived notions and prejudices. The participants were then invited to reach under their chairs to find the “No Labels” Coke can, which made the point of the exercise clearer.
During the experiment, not a single woman was seating at the table while women make up half of the 325 million total population of the Middle East. Isn't Coco-Cola itself carrying on a prejudice toward women by telling them they are invisible?
Women are too often the ones being labeled and suffering prejudices in particular in patriarchal societies like the Middle East. Yet, women are also consumers and drink Coke. In addition, while men keep earning more than women in almost any society, the actual spending decision-making come often from women in the household. So dear Coca-Cola, you can't succeed to erase labels and prejudices in the Middle East by negating the existence of women!