This blog is about the story of my family here in America. We arrived in the 1630s as Puritans, and became the common folk of the New World.

Why Coke bottles developed an hourglass shape in the 20th Century

If you collect Coca-Cola bottles, or if you are old enough to remember what they looked like in the 20th century, you know that one of the things that makes them distinctive is the "hourglass" shape. That is, the "pinch" in the middle. That shape became so associated with the product that it came to be known as the "dynamic swoop" and appears on all of their products, even cans, today.

The reason for the "pinch in the middle" shape of the bottle had to do with making the contents of the bottle look like it was held more than it really did. By the late 20th century, that type of "false advertising" packaging was made illegal, but, well, Coca-Cola had been doing it for so long, most people never even realized that it was a trick.

In spite of whatever ingredients went into Coca-Cola, the most expensive was sugar. And around the time of World War I the price of sugar skyrocketed. So, putting a bit of a "pinch" on the sides of the bottle meant that you could give the illusion of the same amount of product (the bottle was about the same height) but with less content. Truth in packaging and labeling laws were still in the future!

The first people who saw the new bottle must have realized that the Coca-Cola was trying to cheat them, but we got used to it. Now it just looks kind'a cool.
Post a Comment