Coca-Cola North America announced the pilot of its signature contour bottle in a convenient two-liter size, in Birmingham and Chattanooga. The new two-liter form of Coca-Cola’s iconic package was preferred over the straight wall two-liter bottle overwhelmingly in recent consumer tests, and offers a significant advantage for consumers beyond its classic good looks — it is also easier to hold and easier to pour. Research conducted by Coca-Cola with consumers suggests that the two-liter contour package has the potential to re-energize sales.
Nearly 92 years after its creation, the contour bottle remains a symbol of innovation, instantly differentiating the world’s best known sparkling beverage from all other products. Widely recognized as a pioneering example of package-driven branding, the contour bottle is one of the few packages to ever receive a trademark from the U.S. Patent and Trademark Office.
