Book contents
- The Cambridge Handbook of Marketing and the Law
- The Cambridge Handbook of Marketing and the Law
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Contributors
- Introduction
- Part I Understanding Consumer Behavior
- Part II Understanding Marketing Phenomena
- Part III Methodological Advances
- Part IV How the Law Protects
- 16 Law as Persuasion
- 17 The Coca-Cola Bottle
- 18 Poor Consumer(s) Law
- 19 Eating Law
17 - The Coca-Cola Bottle
A Fragile Vessel for Building a Brand
from Part IV - How the Law Protects
Published online by Cambridge University Press: 29 June 2023
Book contents
- The Cambridge Handbook of Marketing and the Law
- The Cambridge Handbook of Marketing and the Law
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Contributors
- Introduction
- Part I Understanding Consumer Behavior
- Part II Understanding Marketing Phenomena
- Part III Methodological Advances
- Part IV How the Law Protects
- 16 Law as Persuasion
- 17 The Coca-Cola Bottle
- 18 Poor Consumer(s) Law
- 19 Eating Law
Summary
The Coca-Cola bottle is among the most famous product packaging in the world. Consumers everywhere instantly recognize the distinctive curvy bottle and understand what it represents. It has been celebrated as a design classic and featured prominently by artists ranging from Norman Rockwell to Andy Warhol. The bottle is not only a cultural icon but also a triumph of branding, its goodwill built up over time by the Coca-Cola Company’s heavy investments in advertising and other forms of marketing.
- Type
- Chapter
- Information
- The Cambridge Handbook of Marketing and the Law , pp. 361 - 383Publisher: Cambridge University PressPrint publication year: 2023