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Period: to
Technology Timeline
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First Contract
Coca-Cola first bottled under contract in Chattanooga, Tennessee. Coca-Cola President Asa Candler sells the bottling rights for $1. Bottles used at this time are straight-sided Hutchinson bottles with a metal stopper. -
Competitive
Amber-colored and clear straight-sided bottles with an embossed logo are used by bottlers across the U.S. In 1906, a diamond shaped label is added to make the bottle stand out from competitors. -
Variations In Bottles
The tremendous success and growth of Coca-Cola encourages competitors to try to imitate Coke by offering bottles with slight variations on the trademarked name and distinctive script logo. The now famous Coca-Cola contour bottle is patented in 1915 by the Root Glass Company of Terre Haute, Indiana. The creative brief given to Root called for a bottle that could be recognized when broken on the ground or by touch in the dark. -
Popular
With the expanded availability of home refrigeration, the sixpack bottle carrier is developed by the Coca-Cola system to encourage consumers to enjoy the beverage at home. -
Overseas Love
Thousands of men and women are sent overseas. The country, and Coca‑Cola, rally behind them. President Robert Woodruff orders that “every man in uniform gets a bottle of Coca‑Cola for five cents, wherever he is, and whatever it costs the company.” His vision that Coca‑Cola be placed within “arm’s reach of desire” becomes real—from the mid-1940s until 1960, the number of countries with bottling operations nearly doubles. -
Commericals
Coca-Cola becomes the first commercial product to appear on the cover of Time magazine. The appearance solidifies Coca-Cola as an international brand. The magazine originally asks to place long-time Company leader Robert Woodruff’s image on the cover, but he refuses, saying the brand is the important thing and Coca-Cola itself should be featured.
