Company special: Coca-Cola celebrates iconic bottle's centenary year

During the 1956 recording session Elvis and his band made music history recording the seminal tracks, Hound Dog and Don't be Cruel.

The Coca-Cola bottle has been in a multitude of popular movies, including recent films The Help, Saving Mr Banks and Dreamgirls, as well as television programs such as Boardwalk Empire and Mad Men.

The Root Glass Company in Terre Haute, Indiana, created the original bottle in 1915 after the brand set a design brief to create a bottle that could be identified in the dark or when broken on the ground.

The packaging has become one of the most recognized in the world. A 1949 study showed that less than 1 percent of Americans were unable to identify the Coca-Cola bottle by its shape alone.

"Since its creation, the Coca-Cola bottle has achieved iconic status as a symbol of refreshment and uplift and it remains an important asset for our business today," said Marcos de Quinto, the company's chief marketing officer.

The bottle's design has evolved through history in different regions. Different editions of the bottles have even become collectors items around the world.

In recent years, the Coca-Cola Company introduced an aluminum version of the bottle.

Leading design firms from five continents helped the company launch a marketing campaign that featured a series of designs for the aluminum bottle, called Magnificent 5.

In 2010 and 2011, world famous fashion designer Karl Lagerfeld designed four limited-edition aluminum Coca-Cola Light bottles.

The bottles, which featured Lagerfeld's distinctive silhouette with his suit, ponytail and signature, became popular fashion items.

Whether it be fashionable, collectable or practical, the iconic bottle continues to play a pivotal role in marketing Coca-Cola around the world.