Read more: Analyzing Coke’s ice bottle
COLUMBIA - Coca-Cola, or simply Coke, has launched a bottle made entirely of ice. Throughout the brand’s history and extending to the present, Coke has recognized packaging as a powerful marketing tool. The iconic hour-glass-shaped bottle, the red-and-white corporate colors, the brand name rendered in Spencerian script—you get the picture. And therein lies the challenge: how to continue leveraging packaging as a marketing tool without harming the brand’s image.