RICHARD FELONI

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 (and How You Can Too)," 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.

http://www.businessinsider.com/the-story-behind-coca-cola-iconic-coke-bottle-2015-6