This year marks the 100th anniversary of the iconic Coca-Cola bottle , packaging that is just as recognizable as the logo or product itself. In new book, " Design to Grow: How Coca-Cola Learned to Combine Scale and Agility ," Coca-Cola VP of innovation and entrepreneurship David Butler and co-author Linda Tischler designate the uniquely contoured bottle to be one of seven marketing strategies that allowed The Coca-Cola Company to scale into a global behemoth.