The High Museum of Art in Atlanta Coca Cola Presentation
Coca Cola Bottles before 1915 The original Coca Cola Bottle
CHICAGO___ It was a whirlwind of excitement and participation in the continuation of one of America’s iconic brands. I could not believe it. Coca Cola had invited journalists from all over the world to introduce it’s celebration of 100 years of the its unique bottle design.
Sounds a little strange maybe. But it was so appropriate when put in perspective. So let’s look at what we know. The Coca Cola bottle is without question one of the most unique designs in the 21st century and is notably identifiable. The bottle we know today as the Coca Cola bottle was actually designed 27 years after the company was established when the drink itself was being imitated and so the bottle became an important necessity to separate it from its competitors. So in 1915 the Coca Cola Bottling Company challenged US glass companies to develop a “bottle so distinct that you would recognize it by feeling in the dark or lying broken on the ground.”
Cola Ads featuring Blacks Connecting over Coca Cola from the early 1950’s
What a way to want a bottle to be identifiable. I mean who thinks of that and then actually achieves it? Coca Cola does. Inspired by the shape and lines of cocoa bean, the Root Glass Company in Terra Haute, Indiana developed the bottle design that would become the signature bottle of Coca Cola. Selected by a committee of bottlers and Coca Cola executives after a few noted changes from the original prototype, the design was accepted and in 1916 the bottle that is 100 years old was born.
Coca Cola Ads featuring Black athletes Coca Cola Ads featuring Black Musician
The necessity to protect its secrecy, the patent submissions were made without the signature embossed Coca Cola script lettering. The color, “Georgia Green,” was established in homage to the home state of the Coca-Cola Company. The weight of the bottle designated as 14.5 ounces when filled with 6.5 ounces of Coca Cola weighs over a pound.
I was fascinated by its story and yet it was just the beginning of what was revealed as one of the most creative and progressive companies of our time. The journey of its evolvement is equally as fascinating as the actual creation of the Coca Cola. But that’s another story for another time.
The 100-year celebration of this national symbol was identifiable by 99% plus Americans by its bottle shape alone as early as 1949. So in 1950 Coca Cola was the first commercial product to appear on the cover of TIME Magazine because the CEO of the company refused to be featured since he believed that the brand was more important than his image. Interestingly by 1951, the distinctly shaped contour and color was so well known that it was granted trademark status. Still this fabulously wonderful drink continued to be copied and imitated with one major competitor taking the end half of Coca Cola ‘s name. And yet Coca Cola remains as unique as it’s formula.
I was impressed by the progressive creative expression of Coca Cola who was one of the first companies to actually create an ad campaign featuring Blacks as early as 1953. In keeping with its mission of ICE; Innovation, Collaboration/Connection and evolving it was a leader in marketing and setting precedence. Coca Cola is all about innovation and collaborating, connecting with others over Coca Cola as it continues to evolve. This year long celebration allows consumers to experience Coca Cola through a myriad of events. 
Original art created featuring African Americans for Coca Cola.
“The Coca Cola Bottle: An American Icon at 100,” art exhibit kicked off at the High Museum of Art, in Atlanta February 28 and runs through October 4, 2015. The four-part exhibition will spotlight the muse like role of the Coca Cola bottle to generations of artists, including Andy Warhol and a special “mash-up” art from artists and designers all over the world. There is also a traveling exhibition, The Coca Cola Bottle Art Tour: Inspiring Pop Culture for 100 Years will travel to multiple countries throughout 2015.
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