Domino's: Pizza Turnaround
Crispin Porter + Bogusky
SUMMARY
Domino's came to us with a new pizza that scored better in taste tests than any they'd ever made. But 50 years of pushing speed and efficiency had eroded the brand's reputation for taste. We had a great new product we knew our battered brand would struggle to credibly announce. Our solution: Invite and even amplify the criticism. To disarm people's reluctance to believe, we built our campaign around the criticism itself – listening to it, responding, and ultimately, creating a better pizza. The resulting campaign, which launched December 27, 2009, exceeded...