In the early 90's, pepsi released a Neon Light's special design on their cans for a couple of months. It was a black can with pink and blue neon lines in seemingly random arrangement. If you put two cans on top of each other, and turned them a certain way, the cans read "sex" very plainly and bluntly across the length of them, if you know some one who collects pepsi cans, see for yourself.

It wasn't long before someone came up with a new version of the Pepsi Challenge: find the secret word S-E-X by stacking one neon Pepsi can on top of another. Well, sort of ... if you twisted the top can to the right, the bottom one to the left, and kind of squinted, you could make out a word that looked like 'S-E-X,' with the loop of the first 'P' forming half an 'S', the 'E' missing its bottom half, and the second 'P' crossed by a neon bar that makes it look like an 'X.' Of course, it really helped if you knew what you were supposed to be looking for in advance.

As for any thoughts that the whole "hidden sex message" thing was intentional, a Pepsi advertising manager noted that "The cans were designed to be cool and fun and different; something to get the consumer's attention," but Pepsi spokesman Tod MacKenzie maintained that the message was "nothing more than an odd coincidence," pointing out that the neon can was selected only because consumers had indicated during market testing that they preferred it over hundreds of other potential "Cool Can" designs.