Coca-Cola, known for its most recent “Share A Coke” campaign, has decided to take it one step further in bringing people together as the legendary company introduced a new thought-provoking movement in the start of July. Based in the Middle East, this campaign set out to expose a group of diverse people without truly unveiling who each member was right away.

As a part of the campaign, a commercial was released that featured a set of 6 men in a completely dark room. These men were strangers to one another, each unique in the way they looked and behaved.

As the commercial began to play, we were informed that “it takes 7 seconds to build a prejudice based on someone’s appearance.” In about a tenth of a minute, we as people already have a preconceived notion about who a person is based off of an immediate first impression.

Unfortunately it’s human nature to be biased. We judge people on their looks, their preferences, their careers, down to even what they ate for breakfast. But, in this campaign, Coca-Cola was determined to break down these barriers of prejudice and simply let people experience who someone was without allowing a snap judgement to be made.

Here is the video. Check out it out and experience three minutes without labels:

So as you just watched, when the lights remained off the men shared with one another their likes and dislikes, who they were as people, not what they were. They joked with one another about what they believed each group member looked like, but as the lights turned on, grins from ear to ear spread across each man’s face.

Surprised in the best way, these men were allowed to base their first impression actually getting to know someone, not by the way someone appeared. One had tattoos scattered across his body, another in a wheel chair, but in the dark they were just people sitting across from one another at a table.

This promotion based in the Middle East, titled “Remove Labels this Ramadan”, is part of the company’s larger global campaign “Let’s Take An Extra Second” as it implores people to go beyond a first impression. The whole idea of both campaigns is to let go of the prejudices, let go of the preconceptions we base off of a first glance and truly get to know someone. So with this “Remove Labels” campaign, the brand has removed Coke’s logo from the cans and left the message, “Labels are for cans, not people.”

Well Coke, you did again. You allowed your audience to feel and be moved by the world that surrounds us. If Coca-Cola can do it, so can we (no pun intended). Remove those labels you’ve so foolishly created for the sake of actually getting to know someone. When we are so quick to judge, we lose the opportunity to fully experience people as their true selves. We miss out on becoming friends with someone and make the mistake of not seeing who they really are.

It's time to understand. It's time to realize labels are for cans, not people.