# Professor Priya Raghubir shares her thoughts on Som's elevated packaging and expression and why brands are embracing redesigns for older products

1 Faculty News December 17, 2019 ![Eater logo](/sites/default/files/styles/246w/public/assets/images/Eater-Logo-560x402.jpg?itok=xWCeb7IW)>

Excerpt from [Eater](https://www.eater.com/2019/12/17/20978597/pok-pok-som-drinking-vinegar-cocktail-cordial) -- "Ricker and Distill spent a few months honing the redesign, with help from Portland firm Murmur Creative. [Priya Raghubir](https://www.stern.nyu.edu/faculty/bio/priya-raghubir), a professor of marketing at NYU’s Stern School of Business, says the redesign hits all the marks to make it no-proof staple (in addition to fooling bartenders into pouring out bigger pours — thanks, elongation effect!)."

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