Race is a hot button issue, both in America and Germany, so when ALI COLA, a German-based beverage company, wanted to do its part to celebrate equality, they tackled the issue in the most direct way imaginable — skin colored cola.
ALI COLA is presenting their soda with a variety of 6 skin colors that are reflected by the color of the liquid. However inside each bottle, the drink tastes the same regardless of its color, and that is the root of the company’s point in promoting equality.
“They look different on the outside but are all the same on the inside”
“They look different on the outside but are all the same on the inside,” said the company in a press release. “That’s true of people all over the world – and now of cola, too. Or at least ALI COLA, the first cola that comes in six different skin colors.”
Hamburg’s Aydin Umutlu started this vision in 2012 when he launched ALI COLA in protest of widely publicized theories, pushed by politician Thilo Sarrazin, that claimed intelligence was an inherited genetic trait, and that blacks are genetically less intelligent than whites. As 2017 kicked off with some of the strongest racial and religious divides this world has seen in years, Umutlu knew his company needed to do its part to promote tolerance.
It’s a bold move that on the outside looks to be shrouded in racism, but when you look within to see the company motives, you see whats really inside. And isn’t that the point?
Check out some of the ad shots below: