Here is a quick link to the website of Coca Cola US. It's an interactive tool with wich you can design your own bottle of coke. There are lots of different possibilities and it's quite funny. This is a good way for Coke to understand consumer "visual" preference and try to think about how they represent a bottle of coke. And this can be done for quite a lot of products.
http://www.coca-cola.com/template1/index.jsp?locale=en_US&site=../olympics/index.jsp
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