How a Bottle Became an Icon
4 min read · Oct 20, 2023
Coca-Cola is one of the most recognizable brands in the world, with a history that spans more than 130 years. The company has been a pioneer in marketing, communication, branding, innovation, creativity, and advertising, creating a loyal fan base and a cultural phenomenon. But how did Coca-Cola achieve such a level of success and recognition? One of the key factors is its distinctive design, especially its iconic bottle shape.
The story of the Coca-Cola bottle begins in 1915, when the company faced a challenge from many competitors who tried to imitate its product and logo. To protect its brand identity and differentiate itself from the rest, Coca-Cola decided to create a unique bottle design that would be exclusive to its drink. The company issued a creative brief to eight glass manufacturers, asking them to design “a bottle so distinct that it could be recognized by touch in the dark or when lying broken on the ground”.
The winning design came from the Root Glass Company of Terre Haute, Indiana, which was inspired by an illustration of a cocoa pod in an encyclopedia. The bottle had a curved shape with fluted lines and a contoured silhouette that resembled the Coca-Cola logo. The design was patented in 1916 and became known as the “contour bottle” or the “hobble-skirt bottle”.
The marketing strategy behind this design decision was based on the following principles:
- Creating a strong brand identity that would stand out from the crowd and convey the values and personality of Coca-Cola.
- Building customer loyalty and trust by ensuring consistency and quality across all touchpoints and channels.
- Leveraging the power of sensory marketing by appealing to the sight, touch, and sound of the bottle, as well as the taste and smell of the drink.
- Generating word-of-mouth and buzz by creating a memorable and shareable experience for consumers.
- Expanding the market reach and penetration by adapting the bottle design to different sizes, formats, and occasions.
The result of this strategy was phenomenal. The Coca-Cola bottle became an icon of American culture and a symbol of happiness, refreshment, and optimism. It was featured in art, music, movies, sports, and fashion, becoming part of the collective memory and imagination of millions of people around the world. It also helped Coca-Cola grow its sales and market share, becoming the most popular soft drink in history.
The conclusion is that Coca-Cola’s design strategy is a great example of how a simple idea can have a huge impact on a brand’s success and reputation. By creating a distinctive and recognizable bottle shape, Coca-Cola not only protected its brand identity but also enhanced its brand equity and emotional connection with consumers. The Coca-Cola bottle is more than just a container; it is a story, a statement, and a legacy.
To further illustrate the importance and influence of Coca-Cola’s design, here are some additional facts and insights:
- The contour bottle was granted trademark status by the U.S. , making it one of the few packages to be recognized as such.
- The contour bottle has been redesigned several times over the years to improve its functionality and appeal. For example, in 1957, it was made lighter and taller; in 1993, it was given a shorter neck and wider base; in 2015, it was given a twist-off cap.
- The contour bottle has inspired many artists and designers to create their own interpretations and variations. For example, Andy Warhol used it as a motif in his pop art paintings; Raymond Loewy designed a streamlined version for Air France; Peter Blake created a collage of famous people holding it for Live Aid .
- The contour bottle has also been used as a medium for social and environmental messages. For example, in 2015, Coca-Cola launched the “Marine Bottle”, the first-ever beverage bottle using recovered and recycled marine plastics ; in 2019, Coca-Cola introduced tethered caps to prevent littering .
- The contour bottle has been recognized as one of the most influential designs of all time by various institutions and publications. For example, it was included in the permanent collection of the Museum of Modern Art in New York; it was ranked among the top 100 designs that changed the world by Time magazine; it was voted as one of the best logos ever by Creative Review .
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