Coca-Cola is celebrating 100 years of its iconic Contour Bottle with a new advertising campaign called ‘I’ve kissed…’
Featuring a unique silhouette, the Coca-Cola Contour Bottle is one of the most famous and unmistakable designs of all time.
Created in 1915 by The Root Glass Company of Terre Haute Indiana to stop the efforts of copycat cola brands, the bottle answered a brief that called for “the packaging to be highly distinctive, recognised by touch alone and identifiable even when in the dark or shattered on the floor”.
The 100th anniversary of the Contour Bottle is being celebrated through the unveiling of ‘I’ve Kissed…’, a global marketing campaign that features icons including Elvis Presley, Marilyn Monroe and Ray Charles being ‘kissed by’ the Coca-Cola bottle. The idea is that anyone can ‘Kiss Happiness’ by drinking from the iconic original glass bottle.
“The Coca-Cola Contour Glass Bottle is a design classic, which has stood the test of time and fashion changes,” said Bobby Brittain, marketing strategy and activation director, Coca-Cola Great Britain. “We wanted to create a campaign that celebrates the rich history and heritage of Coca-Cola throughout the past 100 years, and show how it continues to endure as a pop culture icon”.
Originally inspired by the organic curves and grooves of the cocoa bean, due to a mistaken belief that the cocoa pod was part of the drink’s secret formula, the bottle has gone on to inspire legendary artists, musicians and fashion designers – from Warhol to Dali; Elvis to Marilyn; Versace to Lagerfeld.
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