Dubai: Facing boycott from Muslims and a huge majority of like minded people for its support to Israel, Coca Cola Middle East branch is offering soft drinks and beverages in Ramadan - the holy month of fasting, without its 'brand name'.
The can design features a red background and Coca-Cola's signature wavy, silver stripe -- but not the words "Coca-Cola", according to a report by CNN.
On the back of the can, it says: "Labels are for cans not people."
Coca-Cola also released a YouTube video showing the misconceptions that can arise from prejudice.
"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 suffered huge losses and witnessed remarkable decline in its sale after a worldwide call to boycott all its products in the wake of Israeli massacre of Palestinians in Gaza.
Coca-Cola has been a supporter of Israel since 1966. There have been a number of recent events which clearly prove this.
In 1997, the Government of Israel Economic Mission honoured Coca-Cola at the Israel Trade Award Dinner for its continued support of Israel for the last 30 years and for refusing to abide by the Arab League boycott of Israel.
On October 11th 2001, Coca-Cola World Headquarters hosted and was the main sponsor of the American-Israel Chamber of Commerce Eagle Star Awards Gala.
In February 2002, Coca-Cola teamed up with "Friends of Israel" and National Hillel to cosponsor a lecture given by the infamous zionist correspondent Linda Gradstein at the University of Minnesota.
There are other reasons too for a boycott call against Coca Cola including activists favouring labeling of genetically engineered foods. Activists alleged that Coca-Cola is spending over $2 million dollars to the fight against labeling of genetically engineered foods in Oregon and Colorado.
More than a quarter of a million people earlier joined in pressuring Coke to stop funding opposition to state labeling initiatives, and to get on the side of consumers in supporting national, mandatory labeling for genetically engineered foods.
Brands under the Coca-Cola company: Dr Pepper, Fanta, Fruitopia, Kia Ora, Lilt, Sprite, Sunkist, Schweppes