There’s an interesting article on Slate discussing the new Domino’s campaign launching their retooled pizza. In the spot, developed by Crispin Porter + Bogusky, the agency behind the creepy Burger King king and the Miller Lite “Man Law” campaigns, Domino’s executives take a hard look at customer feedback on their product which are unkind, to say the least.
Faced with this mountain of negativity, Domino’s has reworked everything about their pizza, and attempted to re-brand itself by acknowledging past shortcomings. Launching a new Web site (pizzaturnaround.com), the company also produced a four-minute documentary where company executives faced the negative feedback and recognized the need for change.
It seems odd that a company’s marketing strategy would revolve around bashing themselves, but Domino’s clearly believes it needs to completely recreate itself to keep moving forward. And to be honest, this risky gambit worked on me. I ordered Domino’s last weekend. And it really is better.