Coa-Cola đã xóa bỏ logo trên Lon ở Trung Đông (Middle East) trong tháng Ramadan (tháng có tên gọi tháng thứ 9 của âm lịch Ả Rập – không ăn, không uống, không hút thuốc… nghĩa là không được đưa bất kể thứ gì vào miệng ‘kể cả không sinh hoạt tình dục’, nhưng chỉ áp dụng vào ban ngày – cụ thể là từ lúc mặt trời mọc đến khi mặt trời lặn mà thôi) nhằm khuyến khích mọi người không phán xét người khác dựa trên vẽ bề ngoài của họ khi lần đầu nhìn.
Chiến dịch được tạo bởi FP7 và Memac Ogilvy, được cho ra mắt một đoạn phim về một nhóm người lạ được mời tham dự một một bữa tiệt trong bóng tối. Những người đàn ông trò chuyền về nhiều vấn đề khác nhau và về những điểm chung của họ. Khi đèn bật sáng, tiết lộ một nhóm đa dạng: một người với hình xăm trên mặt, 2 người đàn ông mặc trang phục Ả Rập (Arab), một người đàn ông ngồi xe lăn, và một người đàn ông mặc trang phục veston.
Các thành viên trong nhóm được yêu cầu lấy một một hộp dưới ghế của họ, khi họ mở hộp lon Coke ra và nhận được thông điệp “Labels for cans”.
Trong một bài phát biểu, Coca-Cola giải thích những suy nghĩ đằng sau chiến dịch: “trong một thời điểm bình đẳng và tư tưởng định kiến là một chủ đề thảo luận nóng trên thế giới, làm thế nào để một thương hiệu hàng đầu như Coca-Cola tham gia vào cuộc nói chuyện này?”
Chiếc lon không nhãn được lưu hàng suốt tháng Ramadan, một mặt chỉ có một màu đỏ đặc trưng của thương hiệu, mặt còn lại ghi: “Labels are for cans, not for people”(Nhãn dành cho lon, không dành cho người). chiếc lon được phát hành lần đầu trong chiến dịch ở Trung Đông với Coke Toàn Cầu: “Let’s take an extra second” kêu gọi thế giới dành thêm một giây nữa để thoát khỏi định kiến và dành thời gian để làm quen hiểu thêm về một người.
Nguồn: LARA O’REILLY – Business Insider (Cửu Độ biên dịch)
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