Shadows: A simple glass silhouette tells a global brand story for Coke

As summer kicks off, Coca-Cola has unveiled a striking new campaign: one with no logos, no taglines, and in some cases, not even a full product in sight. Just a shadow. A curved silhouette, cast onto a sunlit tile, reflected in a swimming pool, or outlined across a grassy park – and yet a shadow that’s unmistakably Coca-Cola.

The campaign – ‘Shadows,’ celebrating 110 years of the iconic glass bottle – needs no words, because the shape speaks for itself. And what it says is powerful: this is a brand built on memory, emotion, and experience – all made tangible through the unmistakable form of a glass bottle.

It’s rare for a product’s packaging to achieve a level of cultural resonance that spans generations. But Coca-Cola’s classic contour bottle is more than just packaging. It’s an icon, one that lives in our cultural memory, from the nostalgia of long summer days spent with friends and family to the annual festive adverts that mark the start of the Christmas holiday season. And this latest campaign is a bold reminder of just how deeply packaging design can become entwined with brand identity – especially when it’s made of glass.

As Coca-Cola’s Vice President Creative Strategy & Content, Islam ElDessouky, tells Creative Salon, the campaign is set to run across the UK, Belgium, Denmark and Germany over the 2025 summer months, and is intended to celebrate 110 years of the iconic Coca Cola glass bottle design.

Why the feel of glass matters

So what is it about glass that makes it a moment worth celebrating? At its heart, Coca-Cola’s campaign leans into something that many consumers instinctively know: the feel of glass matters. A glass bottle is cool to the touch, nostalgic in its design, reassuring in weight, and visually pure. It signals quality and refreshment, even before you take the first sip. And because glass doesn’t interact with the drink inside, what you taste is exactly what the brand intended – nothing more, nothing less. Want Coke the way it’s meant to taste? Go for a glass bottle. It’s the gold standard for keeping the flavour cleaner than anything else. Simply put, that’s why Coke tastes better in glass.

It’s a sentiment echoed by the Friends of Glass movement, whose mission is clear: celebrating glass as part of a more intentional way of living, for everything from elevating everyday moments, to embracing lifestyle that’s healthier for us and for the planet. At its heart, packaging shouldn’t just hold a product – it should enhance the experience. “Packaging should do more than contain,” says Michael Delle Selve, Head of Marketing and Communication at FEVE, the European Container Glass Federation. “It should elevate the moment — through clarity, tactility, and emotional connection.” It’s a belief that sits at the heart of why so many consumers continue to reach for glass when it comes to premium experiences.

The science behind the silhouette

It’s not just consumers and creatives who recognise the power of packaging. A study by FEVE and the University of Parma confirmed that packaging – particularly its material and design – plays a pivotal role in how products are perceived and how brands build loyalty to stand out on the shelves. Glass, in particular, is recognised by consumers as a marker of distinctiveness and quality. The findings show that packaging isn’t just part of the marketing mix — it is central to it. The look, feel, and material of a product’s container powerfully shape how consumers perceive and choose brands.

And it’s a timely reminder. As Europe reshapes its packaging laws under the Packaging and Packaging Waste Regulation (PPWR), brands must balance sustainability with the emotional and experiential power of packaging.

Fortunately, innovation and identity can coexist. The glass industry is developing solutions to lower the carbon impact of glassmaking, reduce the weight of bottles, and increase recycling, all without losing the premium feel and meaning that glass delivers. Because some packaging doesn’t just hold a product — it holds the story.

In a time where consumers and brands alike demand both quality and responsibility, glass packaging is emerging as the ultimate choice for brands and retailers seeking premium appeal and sustainable solutions for their products. With its ability to deliver unique designs, and the industry’s efforts for even more innovative solutions addressing concerns about weight and environmental impact, glass packaging goes beyond functionality to create an impactful brand identity. Read our case studies to explore the unique advantages of glass packaging across key sectors.