How the Coke Bottle Got Its Shape
The Coke bottle is one of those few landmark consumer items to make the leap from consumer item to cultural icon. Millions of us drink from one of them every day, while Andy Warhol also used the bottle in his art. Marilyn Monroe once clutched a Coca-Cola bottle while clad in a polka dot bikini.
How to extend its brand was a question the Atlanta-based Coca-Cola faced that question in the early 1900s. Back then Coca-Cola was packaged in a straight-sided bottle with the logo embossed on it, and “competitors like Celery Cola, Toca Cola, Mako Cola—there were over 1,200 people that tried to imitate the logo. The company got fed up, and came up with a solution: create a “distinctive package.”