To encourage people to remove labels and see without prejudice and to prove that we’re all the same, Coca-Cola removed people’s ability to see their differences with the world’s first Iftar in the dark and the first-ever label-less Coca-Cola cans.

• 25,600 articles, reaching 100s of millions worldwide
• Featured on leading worldwide news and media platforms
• Most viral Ramadan video on YouTube with 16.8 million+ views
• 2nd most viral ad globally till July 2015
• International celebrities and influencers promoted the message
• Earned media value: ~$30.7 million
• +15% Brand Love, +51% Consumption

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