It's no secret that human beings base much of our judgements on looks. How a person looks is usually the first thing we notice about them, but what happens if you meet someone without seeing them? That's what Coca-Cola wanted to try when it placed 6 strangers in a dark room and had them meet for the first time in total darkness.
According to the Huffington Post, factors that mostly influence a first are clothing style and posture. By having people meet in a completely dark room, there was no way for anyone to make a judgement based on how anyone else looks. When the lights come on, it's not what anybody expected.