Marketing drives reversal of Coke sales decline
Geoffrey PrecourtWarc
In 129 years, there has been one constant in Coca-Cola's packaging.
While the iconic contour bottle may be one of the world's most recognizable vessels, it's only 100 years old. And as more and more consumers buy Coke in a can, the red-and-white color palate provides the same kind of visual cue.
But the one element that has remained unchanged is not the size, shape or color of the container; rather, it's the Spencerian script that announces the product inside. And the iconic font didn't come from a book of...