The Cardboard Pizza Advertising Campaign
Admitting you offered a poor-quality product to your customers in a national advertising campaign requires tremendous belief in your new brand message.
Domino’s Pizza recently took that leap of faith in their reality television-like commercials using quotes from focus groups. The ads hold nothing back and clearly indicate how low Domino’s pizza scores on taste. Finally, the commercials end with the Domino’s chefs singing the praises of the new pizza recipes they developed and offering discounted prices for the new pizzas.
Whether you like the new ads or not, no one can deny that the ads have a number of people talking, tweeting, and blogging. I typed “dominos pizza ad cardboard” into a Google search and several online articles discussing the advertising campaign showed up on the first page of results.
I’ll leave the pros and cons of the campaign to those articles.
Instead, I feel the Domino’s television ads essentially pay homage to the fast-paced world of the Internet. In the commercials, a company receives feedback directly from customers and responds (what seems like) immediately with a vastly improved product.
I realize it probably took Domino’s several months to develop their new products. However, consumers today want lightning-fast responses and the Domino’s ad reinforces this new expectation.
Will any other companies follow Domino’s lead into this edgy, new form of advertising?
