Some things are cool – even if you don’t know it yet. Andrew and I have prepared some stories today about some things you are probably familiar with but probably don’t actually know the whole story. We have each selected two things and we are going to share with you what we believe are some amazing stories …  Welcome to EP 162: Objects of Design

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Today we are going to share with you something we feel is meaningful to us and why, maybe, it should be meaningful to you. Rather than making this a list of things we like – and by extension – things we think you should like as well, we are going to dig a bit deeper and talk about the story behind each item we discuss today. In a sense, it’s that story that should make today’s podcast interesting … just that fact that WE think it’s interesting probably isn’t good enough, so we are stepping up our game.

Objects of Design - Bob #1 jump to 2:30

Evolution of Coca-Cola Bottles (image source)

The Coca-Cola bottle is one of the most recognizable designs in the world, and this story kicks off in 1915, at a time when Coca-Cola was exploding in popularity across the U.S. But they had a problem: competitors were copying their bottles and confusing consumers. They needed something unique, a design that wasn’t just about looking different, but one that could be identified by touch alone!

That’s when Coca-Cola issued a design challenge to glass manufacturers: come up with a bottle that would stand out, even in the dark or if it shattered on the ground. Enter Earl R. Dean from the Root Glass Company in Terre Haute, Indiana. His team turned to an unexpected source of inspiration—the cocoa pod. Sure, the sexy and curvaceous cocoa pod had nothing to do with the ingredients of Coca-Cola, but it had the perfect form and ridges that made for a unique, tactile experience. The result? The “contour bottle,” a masterpiece of industrial design. Its exaggerated curves and slim waist immediately set it apart from anything else on the market. Patented in 1915, by 1916 it became the Coca-Cola bottle—the one we all know today.

But the story doesn’t end with the creation of this iconic design. In fact, things really start getting interesting right around this point.

A Global Symbol and Wartime Necessity
As Coca-Cola became a part of everyday American life, it wasn’t long before it spread globally. And during World War II, Coca-Cola made a brilliant strategic move: they supported American troops by providing them with Coca-Cola wherever they were stationed. They even set up mobile bottling plants in war zones to make sure soldiers could get “a taste of home,” no matter how far from home they were. This wasn’t just about quenching thirst; Coca-Cola became a symbol of American culture and morale during one of the darkest periods in history.

By the end of the war, Coca-Cola had solidified its dominance, but with that success came new problems. Overseas, as Coca-Cola became a prized commodity, counterfeiters jumped at the chance to exploit its popularity. What’s even more fascinating (and scandalous) is just how involved the black market became in producing fake Coca-Cola. This is one of those lesser-known stories, but at the time, it had a major impact.

The Black Markets and Counterfeiting Rings
During WWII, many countries were hit with strict rationing and import restrictions, especially those under the control of the Axis powers (Germany, Italy, Japan). Western goods became scarce, and Coca-Cola was no exception. But where there’s scarcity, there’s demand—and the black market was all too happy to step in. In regions where American goods were banned or heavily restricted, underground factories started churning out fake Coca-Cola. These counterfeit operations were selling everything from watered-down soda to dangerous concoctions disguised as Coca-Cola, charging sky-high prices on the black market.