Monday, November 06, 2006

Sealed With an Ad

If you buy cans of soda with any frequency, you have surely encountered sodasludge, the brown grit of uncertain origin that sometimes besmirches the inner rim of your favorite container. Now a company called Advercan is offering a defense: the Cleancap, a biodegradable biofilm that seals out the grit and seals in—you guessed it—a tiny can-top advertisement. In a world where more and more available space, up to and including a winsome toddler named Jake, is covered with ad copy that does nothing but sit there and advertise, I think the hygiene-for-ad-space swap is a reasonable quid pro quo. So carry on, Advercan. You have my blessing.

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