The Fascinating History of Coca-Cola's 1996 Contour Bottle Redesign

The History and Impact of the 1996 Coke Bottle Redesign

In 1996, the Coca-Cola Company did something unprecedented - they changed the design of their iconic glass Coke bottle for the first time in nearly 100 years. This seemingly small change shocked the marketing world and reshaped the trajectory of one of the most recognizable brands ever created.

The Classic Contour Bottle: An American Icon

The original Coke bottle design, nicknamed the "hobbleskirt" bottle for its distinctive curved shape, was created all the way back in 1915. With its fluted lines and tapered waist, the contoured glass bottle stood out from the straight-sided bottles that were common at the time. It quickly became a sensation.

For over 80 years, the classic Coke bottle stood as a symbol of the America dream. Its image was recognized around the world as shorthand for Coca-Cola itself. Indeed, the bottle was so famous that by the 1950's, Time magazine was reporting that it ranked among the most instantly recognizable items on Earth.

Changing a Cultural Icon

Why then, in the mid 1990's, did the executives at Coca-Cola decide to tamper with arguably the most successful product package design in history? The answer stems from some sweeping changes that were happening in the beverage industry.

In particular, the rise of Pepsi and other competing soft drinks had steadily chipped away at Coke's market share for years. Meanwhile, the growing environmental movement put pressure on companies to reduce their use of glass, which consumed more energy compared to recyclable materials like plastic. With the threat of declining profits looming, Coke made the monumental choice to leave their past behind.

Enter the "Contour Bottle"

When Coca-Cola unveiled their new bottle design in 1996, they understood the scale of the risk they were taking. Rather than completely re-imagining the classic shape, they instead sought to gently modernize the historical icon.

Updates included:

• A slightly taller, slimmer profile
• A longer, more swooping neck
• Shorter vertical seams down the bottle's sides
• A new "Contour Bottle" title embossed behind the logo

The effect was subtle, but eye-catching. The shiny new bottle looked sleeker and more contemporary. However, its famous curvaceous silhouette remained unmistakable as a Coca-Cola original.

Public Skepticism Turns to Praise

In the short term, the Contour Bottle sparked some public uncertainty. Coke was flooded with thousands of calls and letters expressing disapproval toward changing an emblem that was so intrinsically tied to American identity.

However, fans old and new were won over by the bottle's stylish new spin. Critics praised its fresh, modern aesthetic and continued ability to stand out in the marketplace. What started as a risky play soon paid off through increased sales. By embracing change while staying loyal to tradition, Coca-Cola revitalized its brand for a new generation.

New Life for an Enduring Legacy

Now, over 25 years since its debut, the Contour Bottle remains a contemporary packaging icon. Its design ushered in an era of innovation that still shapes Coke's branding today. What's more, in a fast moving world, the Contour Bottle anchored the core identity of the company against the tides of passing trends.

Against all odds, Coca-Cola managed to rediscover itself by adapting the most cherished icon in its long history. Far from just a cylindrical glass vessel, the bottles we sip from have come to represent our deepest attachments. So while the drinks inside may taste the same as they did decades ago, the 1996 Coke bottle reminds us that sometimes change can nourish our most meaningful traditions.

Disclaimer: This article is for informational purposes only and does not constitute medical advice. Always consult with a healthcare professional before starting any new treatment regimen.