Coca-Cola had a design contest who could come up a design the could set coke apart. The man who came up with the idea didnt know what coca cola was and thought it had to do with the cocoa plant that is the main ingredient in making chocolate. So the man won the contest and coke had an edge on the rest. Coca-Cola used to advertise it was the only bottle you could pick up and know its a coke before you read the label. It worked wonders somehow the company was able to change the way people thought about the bottle not as just a way to get the drink from us to you but to enjoy the drink with a luxurious and beautiful piece of art. The bottle is patented and is renewed every twenty years or so. Coca-Cola also made some strides with the bottle in their invention of the aluminum bottle with the famous shape and the 2 letter comes in the iconic shape.
source: Google Scholar
source: (pic) http://www.google.com/imgres?um=1&hl=en&safe=off&client=firefox-a&hs=gtX&sa=N&tbo=d&rls=org.mozilla:en-US:official&biw=1252&bih=548&tbm=isch&tbnid=Y8OB9gb-aiaP7M:&imgrefurl=http://www.doobybrain.com/2008/11/13/new-coca-cola-aluminum-bottle/&docid=uCC03VIRI8V8KM&imgurl=http://www.doobybrain.com/wp-content/uploads/2008/11/coca-cola-redesign-bottle.jpg&w=595&h=1734&ei=4N6mUKbUEM-DyAGZx4DYDQ&zoom=1&iact=hc&vpx=72&vpy=51&dur=394&hovh=384&hovw=131&tx=66&ty=194&sig=108472664837938045408&page=1&tbnh=141&tbnw=56&start=0&ndsp=25&ved=1t:429,r:1,s:0,i:77
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