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Get the door. It's . . . cardboard and ketchup?

Posted on Thursday, January 14, 2010
Category: Creative
Author: Karen Kallestad

We definitely believe in honesty in advertising. It's the right thing to do, and it's the smart thing to do. The new Domino's Pizza ads are creating some industry buzz about whether they're too honest. The ads include comments about the poor quality of their pizzas: "Crust tastes like cardboard," "sauce tastes like ketchup," "void of flavor."

The story behind the new strategy is spelled out in a mini-documentary at pizzaturnaround.com.

Domino's selling point has always been speedy delivery. Their ads have tended to focus on getting it there quickly, rather than taste or quality. Does the new ad campaign make you think, "Great. They know what's wrong and they're fixing it," or "They've been serving cardboard-ketchup pizza all these years but haven't fixed it until now"?

Whatever the results for the chain's reputation and sales, the campaign's bold approach did earn Domino's the title of Stephen Colbert's Alpha Dog of the Week.

Bottom line: does the new ad campaign make you more or less likely to call Domino's the next time you want a pizza?

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