可口可乐弧形瓶进化史 The Evolution of the Coca-Cola Bottle

1899

时任可口可乐公司总裁的阿萨·凯德勒以1美元的价格售出可口可乐在美国大部分地区的装瓶权。这一年,美国田纳西州的查塔努加市因此成为首个开设可口可乐装瓶厂的城市。当时所用的瓶子是带有金属塞的直身哈金森玻璃瓶。

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.

1906

美国装瓶厂大量使用雕刻有可口可乐浮雕商标的琥珀色直身瓶。1906年,贴有菱形商标贴纸的可口可乐瓶在同行竞争者的包装中脱颖而出。

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.

1915

可口可乐的巨大成功和蓬勃发展,引得竞争对手们纷纷效仿。他们对可口可乐的名称和标识略作变体,贴在瓶子上。面对大量的仿冒产品,可口可乐公司与装瓶商合作,要求制瓶商提交新瓶形设计方案:瓶子必须独一无二,哪怕在黑暗中仅凭触觉也能辨别出可口可乐,甚至仅凭打碎在地的碎片,也能够一眼识别出来。1915年,如今举世闻名的可口可乐弧形瓶由印第安纳州泰瑞豪特的鲁特玻璃公司设计并获得专利。

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.

1923

随着家用电冰箱的逐渐普及,可口可乐公司发明六联包,鼓励消费者在家轻松畅饮可口可乐。

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.

1941

二战期间,成千上万的美国人离开家园奔赴战场,可口可乐成为这些二战战士们的坚强后盾之一。时任可口可乐公司总裁罗伯特·伍德鲁夫承诺,不惜成本,以每杯5美分的价格向美军供应可口可乐。他希望可口可乐成为人们触手可及的饮料,而这一愿望实现了。从20世纪40年代中期到60年代,拥有可口可乐装瓶流水线的国家数量几乎翻倍。

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.

1950

可口可乐弧形瓶登上美国《时代周刊》封面,成为首个出现在该杂志封面的商业产品,由此奠定了可口可乐国际品牌的地位。《时代周刊》本想刊登长期执掌可口可乐公司的前CEO罗伯特·伍德鲁夫的照片作为封面,但被伍德鲁夫婉拒,他认为品牌更为重要,更应被隆重介绍。

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.

1955

可口可乐在美国推出特更大容量的包装,从标准的6.5盎司弧形瓶包装扩展到10盎司、12盎司以及26盎司的家庭装,更多包装尺寸的选择满足了消费者的不同需求。

Coca-Cola is expands its packaging offering from the standard 6.5-ounce contour bottle to include 10-, 12- and 26-ounce contour bottles in the U.S., marking an important step in giving consumers packaging options to meet their needs.

1957

可口可乐公司在弧形瓶瓶身上用白漆印上“Coca-Cola” 和“Coke”商标,取代了传统玻璃瓶上的“Coca-Cola” 浮字商标。

Coca-Cola contour bottles are printed with a white label featuring both trademarks, Coca-Cola and Coke. Previously the trademark Coca-Cola had been blown in glass lettering on the bottle.

1960

12盎司的铝制易拉罐可口可乐在美国推出。早期的易拉罐上还印有弧形瓶的图案,帮助人们了解罐装和瓶装可口可乐是同一种饮料。

12-ounce aluminum Coca-Cola cans are introduced in the U.S. Early can graphics include an image of the Coca-Cola bottle so customers wil recognize it as the same beverage they enjoy from a bottle.

1977

可口可乐弧形瓶成为注册商标,仅有极少数的包装设计能获得这样的肯定。1949年的一项调查显示,超过99%的美国人仅凭包装的外形就能辨认出可口可乐。

The Coca-Cola bottle is granted registration as a trademark, a designation awarded to few other packages. A previous study showed that less than 1% of Americans could not identifiy a bottle of Coke by shape alone.

1993

20盎司的塑料弧形瓶诞生了。如同1915年玻璃弧形瓶的诞生,塑料弧形瓶也让可口可乐与其他饮料再度区别开来。

The 20-ounce PET contour bottle is introduced. The bottle helps distinguish Coca-Cola from other beverages, just as the glass contour bottle had in 1915.

2008

凭借清爽的品牌视觉识别系统和铝制弧形瓶包装,可口可乐公司在著名的戛纳国际创意节上获得了第一个设计类全场大奖。

Coca-Cola is awarded the first ever Design Grand Prix at the prestigious Cannes Lions for the brand’s refreshed visual identity and packaging of the aluminum bottle.

2009

可口可乐公司推出植物环保瓶,这种塑料弧形瓶使用含高达30%的可再生植物材料制成,并且100%可回收。

Coca-Cola introduces the “plant bottle” — 100% recyclable and made with up to 30% renewable, plant-based material.

2015

可口可乐弧形瓶100岁了。著名美国工业设计师雷蒙德∙洛威称赞其为:“完美的饮料包装。”

The Coca-Cola bottle turns 100. “The perfect liquid wrapper.” — Raymond Loewy

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