As Coca-Cola grew in popularity, copycats began to appear eager to capitalise on the success.
Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none too pleased and set about protecting the product and the brand. Advertising focused on the authenticity of Coca-Cola, urging consumers to ‘Demand the genuine’ and ‘Accept no substitute’.
The company also wanted to create a distinctive bottle shape to assure people they were getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle that could be recognised in the dark, and in 1916, they began manufacturing the famous Contour Bottle, which remains the signature shape of Coca-Cola today.
The Coca-Cola Company grew rapidly and before long expanded into Canada, Panama, Cuba, Puerto Rico, France and other countries and US territories. In 1900, there were two bottlers of Coca-Cola; by 1920, there were about 1,000.
In the next section, Robert Woodruff takes Coca-Cola to its first Olympics. Keep reading:
History of Coca‑Cola: 1893-1904
History of Coca‑Cola: 1905-1918
History of Coca‑Cola: 1919-1940
History of Coca‑Cola: 1941-1959
History of Coca‑Cola: 1960-1981
History of Coca‑Cola: 1982-1989
History of Coca‑Cola: 1990-1999
History of Coca‑Cola: 2000-Now
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