THE COCA-COLA BOTTLE, ONE OF THE WORLD’S ICONIC DESIGNS, “DOES MATTER,” COMPANY EXECUTIVE KATIE BAYNE TELLS MARK STRASSMANN ON “CBS SUNDAY MORNING WITH CHARLES OSGOOD”
Caption: L-R, Coca-Cola historian Phil Mooney, Mark Strassmann
While the design of the Coca-Cola bottle is recognized around the world, it’s also an icon the company almost let slip away. As CBS News correspondent Mark Strassmann reports, in the 1990s, the company’s executives lost touch with the bottle’s symbolic importance with consumers.
Coke executive Katie Bayne tells Strassmann on this weekend’s CBS SUNDAY MORNING that the company realized it had made a mistake. As a result, the familiar Coke bottle has been featured in all of packaging and marketing since 2006.
“This stuff does matter. It’s a two-second purchase decision,” Bayne tells Strassmann. “They want to find the brand they love.”
The ridged glass bottle, bowed in the middle and with unmistakable curve appeal, was created in 1916 as a way to separate Coca-Cola from soft-drink imitators. What they created was so unique, consumers could identify it in the dark simply because of its shape.
“Every consumer goods company wants to find a unique way to present itself to the public,” Coca-Cola company historian Phil Mooney says. “And this, for us, has been the Holy Grail.”
Strassmann’s report on the Coca-Cola bottle will air July 22 on CBS SUNDAY MORNING (9:00-10:30 AM, ET) on the CBS Television Network. Rand Morrison is the executive producer.
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