Domino’s Ad Campaign of Shame
The message I get from the new Domino’s advertising campaign can basically be summarized as so:
I know you think our pizza tastes like robots made it from shitty tomatoes, but look it’s not… Just tastes like it.
Not the best message to take away. However, the overall strategy isn’t a total whiff. It’s more of a home run. Actually, it’s an excellent example of how new mediums are effecting big brands these days. Marketers have less control over the messages that are defining their brand’s identity. Today’s media outlets consist of more than a 30 second commercial on The Cosby Show, a billboard on 95 South or some other controlled medium like a radio spot or magazine ad. Social media activity has proliferated with the creation of personal blogs (126 million) and Facebook threads (350 million users with 260 billion page views per month). Peer-to-Peer advertising is growing at an amazing rate.
So yeah, people are calling Domino’s out for their poor quality and Domino’s is smart enough to know that they can’t just ignore it. So why not fess up and vow to make your product better? At least now Domino’s is showing its customer base that they are listening. Showing a two way thinking in today’s advertising will harvest more brand approval and the numbers are showing it. Domino’s profits doubled at the start of their campaign.
Now of course, it’ll come down to how well the product has improved. If I decide to give Domino’s a second chance (I’m not by the way), they better have made it considerably better. It doesn’t matter how many times you apologize if your product still sucks.
I had a great conversation about Domino’s advertising campaign on Adding an Edge’s Facebook Page with Max Rudy, Digital Marketing Manager at Rubbermaid Commercial Products. You should read his comments. They are very insightful.
I’ll leave you with Stephen Colbert’s thoughts on the topic:
Max Rudy. says:
February 3rd, 2011
Had a discussion tonight, with a “branding expert”, a local TED organizer in Atlanta about this campaign. He loved it. I tget your point: ‘I know you think our pizza tastes like robots made it from shitty tomatoes, but look it’s not… Just tastes like it.’ But I think it misses the feeling of the message. Phase 1, the apology campaign did its job masterfully. America loves a good apology. It showed listening, and took credit for responding to its listeners. Phase II, let people know they are not quite as disconnected from their food as they think. Local/orgnanic food movements have let us know how far removed we are from our food chain. So our late night pizza place must be too. But, by no special doing of Domino’s, they really are not. Fact is, pizza’s proliferation started out because of how productive pizza is as a mass produced product; dough, sauce, cheese. It is also labor intensive, and a robot would not carry a ROI to make it worthwhile. Only recent (last 30 years)innovation is the timing conveyer oven. So, they just took credit for how pizza is made by every single chain out there. Again, overcoming objections. Being “honest”. Responding to people. What is interesting now is the Taco Bell “real meat” back and forth.
Joey Tyrso says:
February 4th, 2011
Loved the article and the link to Colbert. I appreciated the apology and I tried their pizza and it is certainly better than their old pizza, but that is like saying a chevy is better than a pontiac.
End of the day, don’t put yourself in a position where you are eating to survive or bc you haven’t prepared a fresh meal or even the time to eat.
While Domino’s pizza sucks, i ask you what fast food is really that good for you. Dominos sucks in relation to the family owned mom/ pop pizza shop that you brag about on yelp. Well tell me that Subway doesn’t suffer from the same correlation?
It is one thing to point the finger at a dominos, pizza hut, or hip hop chicken but it is OUR fault as consumers for frequenting these places. So come on America, if you don’t like something go spend money on a comparable crappy competitor forcing the company you don’t like to change or go out of business.
It is the American way
PJSullivan says:
February 4th, 2011
I agree with you Max. I think it was wise for Dominos to apologize and be honest. They had no better play. I was less thrilled with Phase 2′s execution. Hard to believe these people in the focus group didn’t know they were in the pizza making kitchen. “Hmmm smells like pizza.” And how’d they get that focus group out to the farm without them seeing it driving up? I envision some kind of kidnapping with a bag over there heads. I also agree, why pay for a high tech robot to make pizza when you can get a 16 year old at minimum wage to do it. But this isn’t the point, even though it’s the fun bits. The point that we agree on is that Domino’s was the first to see that times have changed. Brands are constantly being shaped by the voice of the people today. Kudos to them for noticing and taking action.
With Taco Bell… Do you think they should tell America their meat isn’t quality and they promise to do better? Seems like they jumped right to Phase 2, refuting misconceptions, and skipped the whole fessing up and apology stage. But all-in-all this is a different beast. This is more of PR damage control from a lawsuit and not a thought out marketing campaign like Dominos.
PJSullivan says:
February 4th, 2011
Joey: It’s interesting that you gave Dominos a 2nd chance. I’m curious to know the situation behind this. Doesn’t sound like you are someone that usually buys chain pizza. Why did you this time? Do usually buy Dominos pizza? Or did this ad make you want to try the new recipe? Also, how much better is it? Is it like 10% better or like 80% better?