Creating The Right Marketing Formulas: Oven Baked Is Much Better

I should first mention that I’ve never been a fan of the “Cola Wars” — our taste test shows that nine out of ten sugar water drinkers love our product better than our competition. I'm typically seen rolling my eyes anytime these spots appear because I don’t succumb to the idea that if I’m not one of the nine I’m not part of the “in” crowd. So when Domino’s started running their “Us vs Subway” taste test spots promoting their new line of oven baked sandwiches my eyes did their usual “roll” with a few figure eights.

While trying to get a foothold in the sandwich category Domino’s was able to at least get Subways attention, which resulted in a cease-and-desist letter. Domino’s reaction? They tasked their advertising agency (Crispin, Porter & Bogusky) to come up with a response and they did in a big way.

In prime time, during Fox’s “American Idol” program, the pizza chain continued the fight through CEO Dave Brandon who proceeded to toss the letter in a pizza oven. He made his point.

Domino’s also placed the TV spot on the homepage of their Web site. Site visitors were invited to click a button and watch the image of the letter (with the Subway logo) burn. As of this post it has “baked” more than 61,000 times.

For once I’m enjoying the food fight, which is reminiscent of a few I experienced in my high school cafeteria. A legal battle is likely to ensue but I’ll be more interested to see the viral marketing effects and the revenue numbers for Domino’s when the dust has settled.

The Domino’s delivery guy just arrived (in under 30 minutes) so I’ve got to go. Post your comments on what you think of of the Domino’s strategy. I’ll get back to you after I wash down my oven baked sandwich with a Coke or Pepsi.

Steve Burlison
Catalyst Advertising

http://www.dominos.com/home/index.jsp