The latest issue of Communication Arts features the above-pictured, plastic Coke cups. The cups are cool. It is the malarky in the write-up that made me laugh. 

It says:

The Coca-Cola Transparent Cup was designed as part of the Coca-Cola Visual Identity System. The bottle shape appears knocked out against an opaque red background, allowing the liquid to be seen...

[OK, good so far, but wait]

...and communicating the brand idea of “Coke brings joy.”

Gad. Who wrote that? Who approved it?

—Steve Cuno