Dominoes is Colbert's Angry Dawg this week - by accident?

A colleague called out Dominos' Pizza Turnaround brand reinvention campaign yesterday. It’s clearly right out of the PR department and is a shame that market research would be used this way, but at the same time, it is quite progressive in approach. He wrote:

Personally I think we are going to see more of this type of access and transparency from brands (especially from those that have lost their way).

Couldn't agree more. Domino's was battered last year in a grassroots effort by disgruntled staff, and there really isn’t any place to go but up for Domino’s. I can imagine other bismirched brands might consider this type of campaign and leverage video in particular.

But what's next? How to take this "transparency" to the next level? A new logo, tv campaign or open letter from the CEO? 

How about a back door PR placement on Colbert (Jan. 7):




Was this:

  • Mocking admiration?
  • Complete disdain?
  • Brilliant PR move by Dominos to get some traction?

What say you?



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