Coca-Cola is ditching labels.

The Middle East branch of the soft drink company announced Tuesday that it has debuted cans in the region without its trademark label as part of a new campaign to combat prejudice.

The can design features a red background and Coca-Cola's signature wavy, silver stripe -- but not the words "Coca-Cola. On the back of the can, it says: "Labels are for cans not people."

Ramadan, the Muslim holiday, runs from June 17 to July 17.

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."