You know that famous, curvy shape of the Coca-Cola bottles? They own it. That's crazy, they own a bottle shape. I learned this from a segment on the news that was about Coca-Cola's newest branding move.
Apparently, Coke believes that the signature curve of the bottle (that's been the same forever) is at the heart of their brand identity, and it should be carried throughout the entire line of packaging - including 2 Liters. So, soon you'll begin to see a shift on the shelves from the straight down container, to the curvaceous one.
Oh boy. What will such a monumental change do for the corporate super-giant (sarcasm)?
At the end of the segment, the spokeswoman for Coke said something to the effect of, No consumers are probably not going to stop in awe at the changed design of a 2 Liter of Coke. (No crap lady).
In my opinion, what she should've said was that Coke was striving to create continuity across their brand, just as they did with their logo - it hasn't changed...ever...and it's still successful.
Still...curvy 2 liters...who cares? I don't.
If you do, here a link to a page about the continuity of Coca-Colas logo versus the many faces of the Pepsi logo:
http://www.underconsideration.com/brandnew/archives/coca-cola_vs_pepsi_revised_edition.php
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