By MICHAEL PERKINS
ALTHOUGH SHOOTERS FANCY THEMSELVES “INTERPRETIVE VISUAL POETS”, a big part of photography is also the dutiful marking of time, the chronicling of things that are in the process of going away. The medium of image-making itself is one long history of mutation, evolution and imminent obsolescence, so why should we shy away from recording those things in our world which are always going extinct? Think of the world as one big repeat of your eighth-grade class picture. Yeah.
I am a lifelong Coca-Cola buff. Part of this fascination comes out of a career in mass media advertising and marketing, where Coke has largely shown the rest of the world how a brand is created and sustained. This fizzy (and guilty) pleasure is probably unique among all of the products ever marketed in the industrial world, coming, as it does, with its own traditions, mythology, and iconography. From the annual seasonal Haddon Sundblom illustrations of Santa Claus pausing to refresh himself to our present-day polar bear soda fantasies, Coke has established a legacy of style and, yes, a certain visual vocabulary. We may argue “new recipe” versus “classic formula”, but we know what Coca-Cola should look like.
One of the “looks” that we expect is the sinuous curl of the so-called “contour” bottle, introduced in 1916 and maintained as a constant of style well into the 21st century. This distinctively shaped design was so quintessentially American that it was originally nicknamed the “Mae West” due to its, er, curvaceous dimensions. And when it comes to Coca-Cola, icons die hard. Years after this traditional container has ceased to be the dominant delivery system for Coke products, current commercials still show customers lifting, ta da, a glass bottle to their joyful lips. In everyday practice, of course, nearly all Coke sold in America is encased in plastic, with, by 2012, only a single bottling plant in Winona, Minnesota continuing to refill the 6.5- ounce “green glass” bottles, or “bar Cokes”. By October, rising costs and diminishing returns called a halt to it all, and the last bottles rolled off the line to a chorus of pop culture weeping and wailing.
Some small glass bottles of Coke will continue to be sold at retail going forward, but their graphics are painted on, rather than molded into the glass. Call me a purist, but, as a fan of tabletop still lifes, I thought it was high time the original hand-sized, green glass, America-won-the-war Coca-Cola bottle posed for its closeup. I decided to add a little pomp by way of props to suggest Everyman’s Drink as a fine vintage, but, hey, we all know damn well that we never, ever had a glass of wine that came close to the first burpy sting of a cold swig of The Real Thing.
It’s fun mocking up product shots. It’s even more fun when it’s an act of love.
Still, maybe all those kids singing on the side of a hill in that old TV ad were on to something.
I’d like to buy the world a Coke……