PACKAGING: How to Arouse Your Thirst

How to Arouse Your Thirst

! Have you felt a powerful, primal urge to reach for a six-pack of Pepsi this summer? If so, blame the packaging. Sharp-eyed Pepsi drinkers have noticed that the company's summertime series of decorative Cool Cans bear a hot message: SEX, in capital letters. When two Cool Cans of a particular design are stacked just so, the letters can be clearly discerned, running top to bottom.

Pepsi insists that the word is an accident, the result of a random, computer-generated design based on the letters in Pepsi's name. The company concluded the promotion last month, but some cans remain on store...

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