Not only does Coca Cola protect the secrets to her ingredients very well, virtually every aspect that concerns Coca Cola is well protected. This, of course, includes the shape of her bottles. When Pepsi introduced a new bottle in Australia Coca Cola was on high alert. Pepsi’s new bottle bore a striking resemblance to the bottle Coca Cola has been using since 1916.
A similar case once occurred in Holland. Coca Cola had just developed a new 1.5 liter bottle (and registered the shape as a trademark). After a few months Superunie introduced her new bottle for First Choice Cola, which had essentially the same form. Eventually Superunie caved under the pressure of a pending lawsuit and changed the shape of her bottles.