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The Evolution of the Coca Cola Bottle
172
*This actual sketch didn't get manufactured, due to the midline outweighing the base. They had to restructure to the thinner contour shape in order for the bottles to stay balanced on the conveyor belts
Classic Bottle Style still exists to feed the nostalgia consumers desire
Questions?
BUT WHY ALL THE CHANGE?
NOW?
Coke created in
The Ice Bottle
Questions?
Vicksburg, Mississippi
1891
Cold to the Last Drop
Hobble Skirt
1916
1st Coke Bottle -
Biedenharn Bottles
Basic
Bland
Cocoa pod
shape inspired Root Glass Company's design
*Coke challenged bottle manufacturers to come up with innovative new look
1917
Societal Standards
Functional
Coca Cola Life Bottle
Convenient
zero calorie
Unique
eco-friendly
Eco Friendly
plant bottle
Innovative
Consumer demands
are constantly changing
for the better:
environmental
health standards
cost
variety
relevance
2011 Testing in Argentina
Now in US
Adaptation
taps into new market segment takes niche and scratches it
So What's their Big Secret to success?
Fulfilling
Consumer
Demand
Health Conscious
Environmentally Friendly
Convenient
Coca Cola Life
Coke Ice Bottle
Coke 10 for Men
Unsafe
Earth Conscious
Inconvenient
What the Market wants
Maintains relevance
Wasteful
Health Conscious
Pull off Tabs
1976
Changed can design
Environmentalist
Culture
Product
Modification
1923
created 6-pack carriers to
Encourage
bringing drinks home
Safe
Convenient
Easy to Use
Present
Competitive
Unique
Expand to other countries
packaging =
2/3
purchases
Emphasize benefits
Now being sold in US
Appearance
Classic was most successful
Red stands out
Unique shape and balance
Expansion
Different Size Packaging
1955
26 oz.
Beaches
Naturally Indulged Delicious and Low Calorie
6.5 oz
Vacation Hot Spots
1978 2-Liter PET plastic bottles introduced
resealable
lightweight
no breakage
recyclable
Helps Coke's perception as the "innovative" drink company