Check out this design brief about the Arnell Group's redesign of the Pepsi brand.
http://www.fastcompany.com/files/PEPSI%20GRAVITATIONAL%20FIELD.pdf
Pages 18, 21, and 26-27 are the best.
This shit is so over the top. Comparisons to the Mona Lisa, the Parthenon, "Gravitational Pull of Pepsi"...