Anatomy of a bottle: how Coca-Cola has cashed in on its curvaceous new packaging's cultural currency

Coca-Cola Company is changed the shape of plastic Coke bottles to its original 1915 curved glass bottle design in early 1993. The bottle was made of PET, and it helped in boosting Coke sales from 45 to 50%. It has also enhanced the image of the brand. Design changes were made after conducting a survey, which showed clearly customers' preference for the new bottle design. Coca-cola claims the cost of new packaging was not put on customers.