Courage and Pepperoni, Please
14 January 2010
3 Comments
They could do another “new and improved taste” standard campaign.
But they had the guts to release a campaign with the consumers saying that their old product wasn’t good at all.
They were honest enough to say yes, the pizza you’ve been buying for years had a cardboard taste.
Ad people will discuss about the taste of the campaign (as always, right?).
Consumers will discuss the taste of the pizza – even in the Domino’s website.
But nobody will be indifferent.
What do you guys think?
http://www.pizzaturnaround.com/
- Fabio Seidl
Ok, so just a few days ago, after a commercial shoot at a local lounge – I popped into my neighborhood bar for a nightcap.
I asked the bar tender to order me a pizza – any pizza as I had neglected to eat prior to the shoot. He gave me my usual fair and rummaged through some coupons to find me a cheap deal.
I ended up with a ‘new’ Domino’s Pizza.
Until my first bite I had been blind to Domino’s new strategy of revamping their recipe. I found the new pizza to be the gateway to heartburn hell when the acid levels in my internals awoke me from my sleep an hour or so later.
Is this a permanent change? Does anyone know? Is this like “new coke”?
In short – I would pay MORE for the older recipe.
Hi, Mike.
That’s the risk of this strategy: if the pizza is not VERY good, it works against it.
Obviously, as it is a matter of taste, some people will hate it, some will love it.
The new Coke case was very well remembered.
I guess only the numbers will tell us if it worked: if more people hated it or loved it.
Not the first sales numbers (they will raise, for sure), but the next months’ share numbers.
Thanks for the comment, man!
Cheers,
Fabio
You know, i’ve heard a lot of comparisons between this and the New Coke case study. The problem with asserting that there is some sort of parallel is that – despite everything else – people did not despise the Classic Coke. Who knows what inspired that ridiculous move.
But for the Domino’s campaign, it is obvious why they are doing this. There really is not too much of a comparison.
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