Win Coca-Cola Middle East · 2015
Cans with no label, for Ramadan
🇦🇪 United Arab Emirates🇸🇦 Saudi Arabia
What happened
For Ramadan, Coca-Cola released plain red cans in the Middle East with the line 'Labels are for cans, not for people', tying the brand's most recognisable asset to the month's themes of restraint and community.
Why it worked
It gave up the logo — the one thing the brand least wants to give up — which made the message about the audience rather than the product, in a season when hard selling in daylight is inappropriate.
The rule
Ramadan rewards restraint and generosity. The brands that win the month are the ones that visibly give something up.
Takeaway
Look for the asset you can sacrifice. That sacrifice is the idea.