The contoured shape of the classic Coke bottle is considered somewhat of an American design icon. The bottle, originally designed to distinguish itself from other bottles, is one of few package designs granted a patent by the U.S. Patent office.
Originally created nearly 92 years ago, the iconic contour was ever present whether the bottle was plastic or glass, as well as in varying sizes. The 2 liter size, however, had always been the standard 2 liter packaging all 2 liter beverages came in and did feature a contoured bottle.
Until now. This summer The Coca-Cola Company announced that Chattanooga, TN and Birmingham, Al had been chosen (due to the cities' Coke loyalty) to serve as the testing grounds for a pilot program which featured a new 2 liter contoured bottle.
The new bottle was overwhelmingly preferred during consumer testing, as both aesthetically more pleasing, as well as for its functionality- its easier to hold and pour. I think its great because it makes the brand more consistent as well.
[image via the coca-cola company]