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Tired of rivals copying its flat-sided bottle design, Coca-Cola issued a brief in 1915 for manufacturers to design something distinct that people would recognise even in the dark.

The Roots Glass Company from Indiana won with its cocoa-bean-inspired design, and the rest is history. One hundred years of history, to be exact. To mark the milestone, the brand has released a series of online films. David LaChapelle shot a nice one showing hands making the shape of the famous bottle. The High Museum of Art in Atlanta is even holding an exhibition in its honour and an outdoor campaign featuring images of Elvis Presley and Marilyn Monroe is in the works.