‘Nachman’ for Oct. 4

‘Nachman’ for Oct. 4

Partial transcript to Friday’s show

Guests: Rich Errera, Richard Kirshenbaum

ANNOUNCER: He’s been everywhere. He knows everybody. And he rips the big stories wide open. And, oh yes, he’s more than just another pretty face. He’s Nachman, Jerry Nachman.
Next on “NACHMAN,” all-invasive e advertising. Ad appearing almost everywhere you look these days. Even in front of your eyes when you’re looking for relief in a public bathroom.
Now would you believe ads on pizza? Not the box, the pie. Stay tuned.
(COMMERCIAL BREAK)
NACHMAN: Is there any advertising free zone left? There’s those annoying pop-up ads on the Internet. And the spots I hate most: those ads before the movies start. Hey, I paid to get here.
But this one really takes a lot of crust: edible ads on Pizza. Check
this out. The product was rolled out during this week’s pizza trade show -
never heard of that one-in Atlantic City. It’s the brainchild of Rich Errera of Gourmet Impression. And advertising executive Richard Kirshenbaum is also here. He’s the founder and co-chairman of Kirshenbaum, Bond & Partners. Welcome both of you.

Richard, you are the reason we’re doing this segment. You came up with this idea of bonding a name or a logo on a pizza crust.
RICH ERRERA, GOURMET IMPRESSION: Absolutely.
NACHMAN: And there’s a shot of it, and if you can see it, it says, “Nachman, Nachman, Nachman” around the crust, which I think takes something away from the beautiful cheese and pepperoni.
ERRERA: It enhances it, Jerry.
NACHMAN: But who would be a client? In other words, if I’m Dominoes Pizza, and I buy a million of these things of your, would it say Dominoes, Dominoes, Dominoes, or would I sell that space to Crest toothpaste?
ERRERA: Well the nice thing about these inventions-can I tell you how I invented this real quick?
NACHMAN: No. I want you to answer my question because we have to talk about this stuff.
ERRERA: Oh, OK> This is the roller...
NACHMAN: Yes.
ERRERA: ... which has the guide wheel and any embossing type of message, logo.
NACHMAN: What are you doing, Ron Popeil here?
ERRERA: No, no. What I’m-he’s one of my heroes.
NACHMAN: Are you going to spray your head for us next?
ERRERA: What I’m saying, Jerry, is that when this comes off, you can put any kind of message you want on it.
NACHMAN: I got it. I understand how it works. Answer my question.
Who would be a client?
ERRERA: A client would be everybody and anybody who would like to advertise a message or a slogan or a saying.
NACHMAN: So if I’m a restaurateur, I might want to put my log or my name on a creme brulee or, as you say, the calzone?
ERRERA: Dominoes delivers. It could be Pizza Hut, any-Jurassic
Park pizza. It could be-new releases for movies would be flocking to
this? Why should just a McDonald’s or a Burger King have their cups having
fancy “Harry Potters” on it? Why not eating a-”Monday Night Football” -
why not a little advertisement on there?

NACHMAN: And ABC, for example, would play Dominoes to put “Monday Night Football”-all right, let’s go to my friend Richard Kirshenbaum, who I hired once and is a very creative guy.
RICHARD KIRSHENBAUM, KIRSHENBAUM, BOND & PARTNERS: Hey, Jerry, how are you?
NACHMAN: I’m good, buddy. Thanks for coming on. Here’s my question:
this expansion of what’s space for ads, Rich here has gone to pizza crust.
KIRSHENBAUM: Right.
NACHMAN: You have done what?
KIRSHENBAUM: Well, we were the agency that invented advertising on fruit.
NACHMAN: On fruit?
KIRSHENBAUM: Right, for Snapple. When Snapple was coming out with a new product for Mango Madness, we stickered 30 million mangoes and said, “Now available in Snapple.”
NACHMAN: All right. So I’m looking at a mango with a Snapple sticker on it.
KIRSHENBAUM: In a supermarket.
NACHMAN: In a supermarket. So you had to go to the supermarkets and say can we sticker your mangoes?
KIRSHENBAUM: One hundred percent.
NACHMAN: OK. And what other kinds of things are there like that?
KIRSHENBAUM: Well, in all honesty, I mean I think that there has been a pervasive sense of advertising in every space. You know, in public restrooms, on fruit, now on pizza. Some of it is highly annoying; some of it is not.
And so I think that it really depends on, you know, who is doing it, and who’s advertising on it.
NACHMAN: I understand you also did coffee cups.
KIRSHENBAUM: Oh 100 percent. We’ve put things on coffee cups and we’ve put them on dry cleaning hangers. And we’ve done on supermarket grocery carts. I actually also invented advertising-stenciling advertising on the ground on the sidewalk. We did it for a lingerie company and it said, “From here it looks like you could use some new underwear.” And we signed it Bamboo Lingerie (ph) at the top.
NACHMAN: Oh. Rich, how did you know about the pizza show? What is the pizza show?
ERRERA: Well, October is national pizza month.
NACHMAN: Right.
ERRERA: And I wanted to unveil these products that I invented during an appropriate time.
NACHMAN: Can you tell us...
ERRERA By the way, this could-you know Richard had mentioned that he advertised on fruits. This could be stamped or rolled on bananas or brownies, pies, pizzas, calzones.
NACHMAN: Can you can tell us what something like that costs, or if we act now, can we get two of them for the same price? Or if we buy one in an hour, it’s half price. What do they cost?
ERRERA: Well I have a firm in California, Exo Design (ph) (UNINTELLIGIBLE) helped me with this. And these are the prototypes, quite expensive. But once these could be mass produced-and I’m looking for manufacturers-contact me at gourmetimpression.com. And once this is produced, these could probably be knocked off for maybe $25, $30 a piece.
And the custom-made logos could have anyone’s message. Disney could have Donald Duck, Mickey Mouse, hug a vet (ph).
NACHMAN: Richard, what do you think of this idea?
KIRSHENBAUM: I think it’s good if it’s done correctly and I think it’s not so good if it’s not done directly. I mean you know, for example, if we were launching “Mystic Pizza” today, the movie, it would be fabulous. If you were putting Mr. Clean on it, I think it would leave people with a bad taste in their mouth.
NACHMAN: Yes, Drano would not be a good...
ERRERA: You know if I could make a suggestion, not just advertising for money, you know we’re possibly probably going to go to war with Iraq. And one of the lost souls of our generation are the veterans that had performed and served their country in Vietnam, Persian Gulf War. If we were to be using this, for example, to advertise, hug a vet campaign in the month of October, have Mickey Mouse, Donald Duck, our American heroes, characters surrounding hug a vet on pizzas and things like that, those people that served and helped fight for our country while they’re alive should be appreciated.
NACHMAN: Rich, I’m touched by your patriotism, but you’re here to pitch.
ERRERA: Well, no, you’re mentioning advertising. I’m saying that it could be used not only for advertisement but for just about anything.
NACHMAN: Richard, you know, this trend has reached the point where-and I don’t know if the public knows this-if you are watching a baseball game on television and you see those ads on the billboards in the outfield, the people in the stadium in the arena are not seeing those. And we’re showing one now.
That ad is electronically inserted into the image, and people at home are seeing commercial messages that the people in the stadium are not because of that kind of, I guess computer effect?
KIRSHENBAUM: Yes. It’s the miracle of modern science. And, once again, some of it is good and some of it is not so good. You know? And I believe, though, when you do public service work or if it’s related to a specific issue, I think you have to be very careful.
I mean we are talking about things that, you know, we need to have some fun with, and advertising is not brain surgery, but for the most point, I think when it gets down to some, you know, really serious issue, you have to be very, very appropriate in terms of your usage, in my opinion.
NACHMAN: You know boxers are selling space on their bodies now to advertisers.
KIRSHENBAUM: Yeah. I mean, you know, I think you could put it anywhere.
ERRERA: Do you know that I also-I have been contacted with-I sent out press releases about a week-and-a-half, two weeks ago. I have been contacted by countries ranging from England, from Israel, from South Africa, from Canada, Australia, all wanting to be using this in their campaigns for advertising and messages.
I personally think, Jerry, I’m serious, this is going to be revolutionizing the way food is going to be presented, eaten and displayed.
NACHMAN: Well the revolution started here. We’ll be the Concord of network talk shows. Richard Kirshenbaum, Rich Errera, thanks for talking with us.
KIRSHENBAUM: Great seeing you.
ERRERA: My pleasure.
NACHMAN: Still ahead, every news network has its own style, but now CNN’s “Headline News” may add a little flavor to draw a younger audience to its newscast. I’ll give you the 411 on the flip side. Hey bro, stay where you are. You are watching NACHMAN on MSNBC.
(COMMERCIAL BREAK)

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