This innovative beverage takes a stand against racism. Accompanied by the slogan “different outside, same inside”, the product itself becomes a visual statement. ALI COLA comes in six colours, symbolising the skin colours of the world. The exterior changes while the taste is always the same. Thus, the “cola in skin colours” plays with the consumers’ expectations. Questions such as “Do people have to be white and colas black?” explore the topic and demand reflection and a change in thinking. The campaign thus raises public awareness for tolerance in an illustrative and provocative way.
ALI Getränke UG / Husumer Mineralbrunnen HMB GmbH, Husum, Germany