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In 2006, Pete Hottelet founded Omni Consumer Products. Named after the mega-corporation in RoboCop, the company dedicated itself to the serious business of defictionalizing fictional brands—from Brawndo (the energy drink from Idiocracy) to Sex Panther cologne (from Anchorman) to Tru Blood (the blood replacement beverage from True Blood) to, shortly, Stay Puft marshmallows (from Ghostbusters). Hottelet took a moment to e-mail with AdFreak and explain how he got into defictionalization and how to do it right.
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