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Last year, Everyone thought it was a mistake when Coke launched personalized labels on their product. We all were worried about all the logistics, inventory, at shelf waste and whether consumers would really care. Well, it seems we were not correct and we probably went wrong. It worked and Coke saw a hard-fought share gain during the feel-good promotion.
You believe it or Not.... Coke has removed their label completely.
This year, Coke has removed the logos from its packaging in the Middle East, during Ramadan. The visual is somewhat astonishing but it serves to send a powerful message that encourages people to stop making choice by label. 
On the other side of the can, Coke has the main message of their campaign: “Labels are meant for cans, not for people”
Campaign which went viral is too good to ignore
Yes! it's a 3-minute long video, so Coke is likely hoping that it has a lot of viral shares (1.5 million so far is a bit soft). It starts with six people at a round table completely in the dark. As they each introduce themselves and tell their personal story, we see how their appearance does not match up to the stereotype you’d expect. Once they turn on the lights, they are all surprised at how they each look.
It’s most often than not, is difficult for brands to make strong statements. For this campaign. It’s so apolitical that it will work across the globe.I think they have nailed it. Let's watch out for their next move.
Great job Coke: you have challenged the very existence of label...brand name
excerpts taken from..http://beloved-brands.com
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