Coca-Cola Bottle Evolution: Packaging History 1886–Present

Introduction: From Pharmacy to Global Brand

Coca-Cola is arguably one of the most recognizable companies in the world. What started as a kind of medicinal drink in a small pharmacy in 1886 has evolved into a globally famous soft drink with production operations in approximately 200 countries. This paper discusses the ways in which Coca-Cola's packaging has evolved over the years and briefly examines the impact that different slogans and advertising campaigns have had on its sales.

Pemberton, a pharmacist, invented Coca-Cola in 1886, and Robinson, the pharmacy owner, suggested "Coca-Cola" as the name for the drink. Candler, Frank Robinson, and a few others formally established the Coca-Cola Company in 1892.

Coca-Cola became popular under the nickname "Coke" and was first bottled in 1894. The bottle has evolved greatly over the following thirty years, yet the present contoured bottle design has remained fairly consistent. Various containers have been used to hold the mixture of syrup and carbonated water, ranging from glass bottles to aluminum cans to plastic bottles. The changing colors, patterns, and materials of Coca-Cola containers have continued to capture the attention of millions of fans across the globe. Attractive packaging combined with brilliant advertising strategies has made it a popular household name today.

First Generation Coca-Cola Bottles (1886–1930)

The inventors of Coca-Cola were the first to sell it. They made a sign and hung it in the window reading "Drink Coca-Cola" and sold around nine cups of their drink daily.

When the first Coca-Cola bottling plant was set up by Joe Biedenharn in Atlanta, the Coke was filled into bottles known as Hutchinson-style bottles. Dating to before 1900, these bottles are extremely rare today. They were straight-sided, wide bottles with a very short neck. Some bore the brand name while others did not. They came in varying colors including clear, aqua, green, blue, and amber. Bottles with "Coca-Cola" embossed in script letters contained Coke, while those with "Coca-Cola" embossed in block letters contained a flavored drink other than Coke. The Biedenharn Hutchinson bottle is the one without "Coca-Cola" in script.

"By 1901, most Coke bottling was done using straight-sided bottles — common-looking pop bottles with a much longer neck. Many of these bottles, called 'straight-sided,' also have paper labels glued to them instead of the embossing used later. Many were later embossed as well." (Gonzalez)

There were various types of straight-sided bottles, distinguished primarily by the location of the script Coca-Cola logo:

Center slug plate script (1900–1905); base rectangular slug plate script (1900–1905); mid-body script (1900–1910); base script (1902–1915); center diamond script (1907–1912), found only from Cumberland, MD (amber and clear) and Toledo, OH (amber); vertical script (1905–1910), found only from Milwaukee, WI; vertical arrow script (1912–1916), all amber, primarily from Tennessee and Kentucky; and circular arrow script (1912–1914), all from Jackson, TN (amber and aqua).

"The Coca-Cola 'hobble-skirt' bottle became nationally known and appreciated soon after its 1916 introduction." (Pulos, p. 259) It was designed by a Swedish immigrant and came in a variety of colors including clear, aqua, ice blue, and green. The bottle was originally intended to emulate the curves and lines of the coca leaf, which was an ingredient of Coca-Cola. However, due to a miscommunication between the designer and his assistant, the bottle was modeled after a cacao seedpod — the source of cocoa — instead. The design nonetheless proved to be a remarkable success; the bottle's distinctive form was so recognizable that it could be identified even in the dark.

The hobble-skirt bottle introduced in 1916 — with slight modifications — remains in use today owing to its beautiful combination of form and function, which allows for a comfortable grip.

Second Generation Coca-Cola Bottles (1931–1980)

The so-called "Christmas Cokes" were produced from 1928 to 1938. Reproductions of the same bottles were also produced later in 1989, distinguished by a circular line joining the state and city names. The following are examples of further bottles produced during this era:

1. "PAT. D 105529" (known as the "D-Patent Cokes") were produced from 1938 to 1951.
2. "U.S. PATENT OFFICE / MIN CONTENTS 6 FL OZ" were produced from 1951 to 1958.
3. "U.S. PATENT OFFICE / MIN CONTENTS 6 1/2 FL OZ" were produced from 1958 to 1965.

"Later hobble-skirt bottles (i.e., Dec. 25, 1923 patent and later) all have a green tint color. One exception are those produced during 1942–45; these were blue due to the copper shortage during World War II (copper gives the green color)." (Antique Coke Bottles)

In the 1950s, for the first time consumers could choose between the traditional 6.5-ounce contour bottle and larger servings including 10-, 12-, and 26-ounce versions. Aluminum cans were also introduced around the same time. By the 1960s, Coke was widely available in cans. In 1970, plastic bottles came into common use, followed by the availability of PET (Polyethylene Terephthalate) bottles in 1973.

Coca-Cola's advertising strategies have always been distinctive. During World War II, approximately 64 bottling plants were set up to supply troops with Coca-Cola, and as the army moved into different territories, Coca-Cola explored new markets alongside it. One of the earliest and best-known examples of Coca-Cola's marketing strategy is the depiction of Santa Claus by artist Haddon Sundblom — a round, cheerful, red-and-white American figure that became a symbol of a new festive spirit. Coca-Cola's slogans of the era, such as "It's the Real Thing" and "America's Preferred Taste," resonated strongly with consumers and helped boost sales.

Conclusion

1. Arthur J. Pulos. American Design Ethic: A History of Industrial Design to 1940. Massachusetts Institute of Technology, 1983. Page 259.

2. Anonymous. Antique Coke Bottles. Available from: [Accessed: 8 November 2005]

3. Victor M. Gonzalez. "Famous Soft Drink Has 105 Years of Bottling History." Posted 2003. Available from: [Accessed: 8 November 2005]

4. Gary Hamel. Leading the Revolution. 2000. Page 10.

5. Anonymous. "Coca-Cola Bottler Rolls Out New, Slimmer Soda Package." Available from: [Accessed: 8 November 2005]

6. Sonia Shah. "Coke In Your Faucet?" The Progressive. August 2001.