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Brands are crusading to make the world a better place and it is splitting consumers down the middle.

Some take positive messages at face value but others can’t see past commercial motives. The new campaign for Coca-Cola in the Middle East will divide people like an EU referendum. The brand has removed its logo from cans to promote a world without prejudices, and released a film in which people sit around a dinner table in the dark, learning a lesson about stereotypes when the lights are switched on. The campaign is a cute move and is already making headlines, but many will still scoff at a soft-drink brand wading into the politics of the Middle East.