The 170m crystal Coca Cola iconic bottle is one of the biggest classics of beverage packaging. Now, thanks to Verallia, it’s coming back.[hr]
Verallia, a glass container manufacturer part of the Saint-Gobain Group, has recently acquired the Spanish old stock of returnable Coca-Cola bottles, melted them, and turned it all into shiny, new, yet classic Coca-Cola iconic bottles. Coca-Cola design department took care of a slight redesign in order to improve even further the bottle features and capabilities, allowing Verallia to produce 1.2 new bottles for each recycled unit, while also increasing their capacity in 37ml, reducing even more the container weight per litre of drink. This initiative, Verallia said, shows how glass manufacturing is becoming more committed to sustainable development and circular economic models.
And what a better way to do so than with the iconic crystal bottle. Coca-Cola has been through a lot on the 100 years since Joseph Whitehead and Benjamin Thomas traveled to Atlanta to negotiate the rights to bottle Coca-Cola, and it’s become one of the most well-known and well-respected products of the global market. For years, its bottle design has meant many, many things.
It’s been a product of its culture: a culture of consumer products as Warhol put it:[quote]What’s great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same and all the Cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it.[/quote]
There’s even been a book written about it, in which the authors proclaimed the following:[hr]
“That bottle has become one of the most recognized objects of the twentieth century in more than two hundred countries.”[hr]
The bottle’s design has even been said to be one of the biggest elements pushing the company’s growth. No wonder the company is going the extra mile to honour it in its 100th birthday with something more than just ads.
Here’s to 100 more years, Coca-Cola.