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January 11, 2010
Trash Your Product for Growth
The new Domino’s campaign unabashedly trashes its own product. In possibly the boldest display of transparency, the campaign airs actual focus groups where consumers compare its crust to cardboard and its sauce to ketchup. Brilliant move. For the millions of Domino’s loyalists, improving the product’s taste will be welcomed. Unlike the New Coke debacle, I doubt loyalists will take offense at the change. For them, it’s a good thing getting better.
But, for the many trier/ rejecters, this is an invitation back to the brand. The honesty and transparency will be rewarded with renewed trial and, I'm guessing, growth. That is, of course, as long as the new taste claims are truer than the old, dishonest taste claims. And that's what makes this move such a sad indictment of the American food industry. Cheap and convenient trumps everything. This is a company that admits to selling crap for many, many years and instead of outrage, they will be lauded for the honesty.
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One Response to “Trash Your Product for Growth”
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January 15, 2010 2:32 pm
Erik Johnson
Interesting take on Domino’s. I tend to think that trashing your brand is a very bad idea. I do think they would have been better off with slow changes over time. Laura Ries has an interesting take… http://www.riesspieces.com
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