In new Domino’s ad, failure is an option
Tom Dougherty, CEO – Stealing Share
15 May 2014
Domino’s ad tries a different approach
A new Domino’s ad launched a massive advertising campaign (north of 5% of its sales) to convince us that we should buy its new Specialty Chicken. What is strange about these ads is that they come under the backdrop of failure being an option at Domino’s. The ad is a strange mix of “buy our product” and “it’s okay for us to fail sometimes.”
“Even still, I am not sure what that says about Domino’s – ‘We’ll make anything and, if it sells, we’ll keep it?'”
As I thought about the ad, it seems like Dominos is apologizing for its Specialty Chicken and hedging its bets a bit by saying, if it fails, it’s okay (but we still want you to buy it). It would seem much more genuine if the ad was about Domino’s and not about a product it was trying to sell.
I think the intention was for Domino’s to say that it is not like every other pizza delivery because it tries to bring you interesting and innovative products – and we know sometimes that means they fail. Even still, I am not sure what that says about Domino’s – “We’ll make anything and, if it sells, we’ll keep it?”
In either case, what this tells me about Domino’s is it has little clue what it is. More importantly, it has no clue what its brand is about or who it is for and not for. Domino’s is taking the “we can be all things to everyone” approach, which means Domino’s is for nobody.
The best brands are a reflection of who they believe their target is and I have yet to see demographic data for “those who see failure as an option.” The Domino’s brand is headed in the wrong direction.
Infinity advertising is criminal Tom Dougherty, CEO - Stealing Share 19 October 2017 Infinity advertising fails on many levels The latest Infinity advertising leaves me cold. Strike that. It makes me heated. Not that I have anything against Infinity as a brand. It...
Coach becomes Tapestry Tom Dougherty, CEO - Stealing Share 18 October 2017 Who cares Coach is becoming Tapestry? Coach changing its name to Tapestry means nothing no matter what CEO Victor Luis says. He tells The New York Times that the iconic leather bag company is...
Curb Your Enthusiasm Tom Dougherty, CEO - Stealing Share 17 October 2017 Curb Your Enthusiasm is better than season nine Few television shows claim the mantle of genius. Oddly enough, those that I deem worthy of that distinction have all come from HBO. My elite list...