The Coca-Cola contour bottle first appeared in 1886. It has since become an iconic symbol of one of the world’s most recognisable brands. It was the first commercial product to appear on the cover of Time Magazine; its centenary was marked by an exhibition at the Museum of Modern Art (testimony to its design excellence), and it is widely attributed with being the first piece of design to engage all five human senses.
In 2003, Exposure was asked to romance the values of the Coca-Cola contour bottle.
We asked London’s favourite designer, Matthew Williamson, to wrap the glass bottle in an original design. The design became a highly valuable and powerful piece of content.
The bottle was exclusively distributed at Selfridges, where the campaign took over two of its windows. We placed product in London’s top 100 bars and members’ clubs and organised a star-studded launch party hosted by Matthew.
Our UK PR campaign was so successful that the bottle made global news. Within three months, it was sold out and was being traded on eBay for $100.
This was the beginning of a three-year groundbreaking journey for the iconic glass bottle. Coca-Cola adopted as best practise utilising the bottle as a canvas to celebrate many of its global and local partnerships. It’s still used today.