The idea was no advertising campaign, but pr via a product innovation: the world’s first cola that comes in different skin colors. They look different, but they all taste the same. Just like people: We look different outside – but we’re all the same inside. An entertaining pro-tolerance statement. No special edition, but a serious relaunch, challenging the cola industry and the people’s prejudices towards things (and people) that look different.(https://www2.eurobest.com)