Packaging · Global · 1915
Coca-Cola: The Contour Bottle Brief
Coca-Cola asked glassmakers for a bottle so distinctive it could be recognised in the dark or in pieces on the ground.
By Maer Media editorial teamPublished 4 October 20263 min readRoot Glass CompanyPackaging · Branding
- Brand
- Coca-Cola
- Market
- Global
- Year
- 1915
- Category
- Packaging
- Agency or team
- Root Glass Company
- Channels
- Packaging
The context
In the early 1900s, imitators copied Coca-Cola’s name and straight-sided bottles.
Imitators copied straight bottles; a shape could protect the brand.
The move
The company ran a design competition in 1915. The Root Glass Company’s contoured bottle, inspired by a cocoa pod illustration, won.
How it was executed
- Ran a design competition with a precise brief.
- Chose the contoured bottle.
- Later registered the shape as a trademark.
Coca-Cola asked glassmakers for a bottle so distinctive it could be recognised in the dark or in pieces on the ground.
What happened Reported facts
The contour bottle became one of the most recognised packages in the world and was later registered as a trademark.
Why it worked Maer’s analysis
The brief focused on recognition by touch and sight, which created a lasting asset.
What to take from it Maer’s analysis
- 01Brief for recognition, not just looks.
- 02Shape can be protected like a logo.
- 03The best briefs are one sentence long.
Indian brands can protect shapes and packs as trademarks to defend against look-alikes.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: The Coca-Cola Company archives. Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Coca-Cola.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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