Ali Cola, a German-based soda company has created a cola drink offered in a range of hues meant to mimic that of human skin color. The trick is, while they look very different, the flavor is the same.
“They look different on the outside but are all the same on the inside. 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 different skin colors. Call it a cola in aid of greater tolerance,” reads press materials from Ali, which notes that portions of sales are donated to an organization dedicated to aiding refugees.
According to the company the range was created in a push back on race-based differences. The soda was a response to Germany’s own version of Donald Trump, ex-politician Thilo Sarrazin, who published statements correlating human intelligence with skin color, and also published a book criticizing Muslim immigration as a danger to Germany.
Visuals were created by Karl Wolfgang Epple and Matthäus Frost and include the tagline, “Different outside. Same inside” and the tagline, #cheerstotolerance.
It’s a bit of an oddball campaign that perhaps loses something in the translation from German to English (and yes, there are versions using the German language), and yet, it’s clearly well intentioned and somehow awkwardly endearing.