For decades Orange (and other flavors) of Crush soda were packaged in a bottle that the company promoted as the “Krinkly” bottle. The design was patented in 1920 by Orange Crush partner, Neil C. Ward and the corporation’s secretary, Eric Scudder.
Several years after Orange Crush was first put on the market the company adopted a patented design of bottle — the “Krinkly” bottle — which has been used exclusively for bottling the three Crush drinks. When a bottler is given a franchise in any territory, he must agree to bottle the drinks in this style of container only. A picture of the “Krinkly” bottle appears in every Orange Crush advertisement. Now and then when a bottler is having difficulty with substitution, special “substitution” copy is used in the newspaper advertising warning customers to “see that it is served in a Krinkly bottle.”
Sales Management Magazine, 1929
1920s triangular Crush “3 pack” from Morphy Auctions
In 1955, however, any remaining equity left in the “Krinkly” bottle was thrown out in favor of a “Big New Bottle” designed by industrial designer, Jim Nash.
The new-design Orange Crush bottle has been upping sales by as much as 10 and 20 times the former volume in the U. S. test markets. The bottle design is a new concept and departs entirely from its old shape to achieve a distinctive appearance and comfortable feeling in the hand. It was important, to be sure, that this new bottle would work on the existing machinery. Therefore, we made a study of the cleaning and filling equipment currently in use to be sure the new design would be practical. In addition to being a strong merchandising tool, the new bottle is rugged for constant re-use and economical for a product selling at a low retail price. The distinctive shape of this bottle can be recognized on the tv screen, even if the reproduction is poor.
To get full value out of tv expenditures, it behooves a manufacturer to be sure that his package will reproduce well in color or in black and white. Tv reception varies in different localities. Therefore, the package should have some strong birthmark that will identify it even when reception is poor.
Jim Nash, “The Package is the Backbone of Your TV Commercial”
Broadcasting Magazine, November 4, 1957
It was also Nash who designed the new Orange Crush logo with “inline” typography.
From the 1924 newspaper ad on the right:
What the Krinkly Bottle Means to You
“Why insist on the Krinkly Bottle? What’s the difference?” you ask.
…When you buy a drink, look for the name Orange-CRUSH blown right into the glass of the Krinkly Bottle. That’s your guide to the genuine…. The Krinkly Bottle is your only safeguard. Insist on it.
Below, a 1956 newspaper item about the new (not Krinkly) bottle design:
“The new tall, graceful bottle was designed by Jim Nash, one of America’s foremost designers.
The new look in Orange Crush is one of the few major changes Orange Crush has made since the drink was introduced in 1916. In 1937, the amber bottle was introduced. It followed the pattern of the clear bottle but a bright orange decoration was added. The new crystal bottle carries a newly redesigned treatment of the trademark which is being used in all Orange Crush advertising.”
According to the 1957 trade ad above: “… now Orange-CRUSH comes in the most beautiful bottle in the fruit drink business.”