Commentary

A Grease Fire Grows In Brooklyn

I learned three things that surprised me about Nick Nyhan during his opening comments at the OMMA Hollywood conference here this morning. One is that the Dynamic Logic chief lives in Brooklyn. Another is that he uses empty cans of Sprite to store old baking grease. And last, but not least, that he thinks we may be moving into an era of “less advertising,” not more. That last part is surprising, because one of Nick’s main businesses, is measuring the effectiveness of advertising – especially online advertising content. “We should probably shoot for fewer, better ads,” Nyhan told conference attendees, adding, “IT would make everybody happier.” That might seem surprising to you too, but Nyhan’s real point was that in a world of increasing clutter, noise and decreasing advertising relevance, fewer, better made and more highly targeted advertising, “In fact, may work better.” As for Nick’s grease-in-a-Sprite-can, he admitted, “It may be ugly, but it actually may be great.” And not just for storing excess animal waste, but for Sprite’s brand marketing, so long as Sprite’s marketing team can figure out how to get their minds around the concept. Nick drew an analogy with the viral craze surrounding various Mentos and Diet Coke concoctions and experiments. It certainly wasn’t on Coca-Cola’s original brand marketing strategy, but after a few million downloads, it has become one. Will the same thing may be true of Sprite cans and animal fat? Nyhan didn’t provide that answer, but he did imply that if enough Sprite consumers begin combing it with lipids, Coca-Cola may not get livid about it. They will figure out a marketing strategy to deal with it.
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