COKE: CELEBRATING AN OLD LADY
Forever copied but never equaled, Coca Cola is celebrating the 100th birthday of his mythical glass bottle. The bottle remains iconic today as it fully represents a generation driven by consumption for the best and the worst. I am not gonna talk about the good and bad aspects of consumption or coke as a beverage but the creation of the bottle was clearly the first item in which consumers could relate globally.
The bottle was launched for the first time in Indiana in 1915. The factory “ The Root Glass Company” was hired to created a bottle that could be recognized anywhere even smashed into pieces. The main idea was to elevate Coke as a symbol of liberty and happiness.
The original design of the bottle was inspired by the cacao beans that thought to be the main ingredient of the beverage. In 1950, the bottle was the first product to make the cover of Time Magazine. Today, the coke recipe still remains a secret and has found its place in virtually every household globally. It does not matter where you go, you will always find a bottle of coke meters away from you.
To celebrate this birthday, Coca Cola will be organising an exhibition in Atlanta later this year showcasing some early bottle design as well as 100 pieces of art featuring the bottle including Andy Wharhol’s painting. The brand is also tapping iconic stars such as Elvis and Marilyn Monroe who have been “kissed by” the coke bottle. Later this year and in partnership with Assouline, the famous French publishing house, Coke will release a limited edition book with global artist’s interpretations of the bottle.