archives
Rebranding Pizza
I love working in advertising. I love pizza. I do not love Dominos pizza. But I do love their new advertising campaign.
Pizza lovers, like myself, tend not to rattle off Dominos on their considered set list. And apparently Dominos recently became painfully aware of this fact. Their new ad campaign centers around taking the negative feedback they received in focus groups, and turning it into constructive criticism. According to the new tv ads, they have reinvented their pizza recipes after being told ‘the crust was like cardboard’ and that ‘the sauce tasted like ketchup’.
First time I saw these commercials I thought they were pretty smart but by the third time I overheard a friend talking about the commercials, I knew Dominos had done something very right. I heard multiple friends say things along the lines of ‘have you seen that new dominos commercial’ and ‘I heard Dominos has changed their pizzas – it’s supposed to be great’.
So what was it that Dominos did right? First it tapped into our common desire to be heard. In the age of facebook and twitter, we demand attention and expect responses. We are getting used to companies responding to our 140 character assaults on their brands, so to see an organization acting on consumer feedback, makes people feel good. (Note on their microsite – www.pizzaturnaround.com – there is a live twitter feed showing comments on the new pizza, both the good and the bad.)
Second they were honest – as far as we know. They were candid about what was bad about the pizza and basically apologized.
Lessons: Listen to customers. Be transparent.
These are the things we love as consumers, and Dominos seems to finally get that.
I think I’ll give this ‘turnaround’ pizza a try.
- libby sexton
