Tuesday, January 27, 2009
In Domino's Pizza's latest commercial they address a supposed cease and desist letter they received from rival (they were rivals? I guess so now.) Subway.
Apparently Domino's has been directly referencing Subway in its commercials, talking about how Domino's sub sandwiches beat Subway's 2 to 1 in a recent taste test.
In the commercial Domino's CEO Dave Brandon shows the letter (a fake one I imagine) and shows what he thinks about Subway's cease and desist letter... he crumbles it up and throws it into an oven where the letter (Subway logo in clear view) bursts into flames. As I watched I couldn't believe Domino's was, in effect, setting the Subway logo on fire!
This is either genius marketing or Domino's has lost their mind. My two cents says as long as they stick to their guns it becomes good marketing. It's when companies waffle on an issue that makes for weak marketing. Anyway, commercial is below. I'd be interested in hearing your thoughts - shoot me an email! fcowell@elevatormarketingstore.com.
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