Of course a standard container would work just fine from the consumer's point of view and of course the companies will survive. The problem is for how long are they willing to delay this until losing the uniqueness of the shape is a better alternative to the social stigma attached to environmental carelessness.

And the Coke was just one example. A Google search for "iconic packaging" [0] will give you a lot of other examples of packaging so recognizable and unique that you can identify the product just by glancing at the shape.

[0] https://www.google.com/search?&q=iconic+packaging