If you work in marketing I think it's important to stop and take note of Domino's Pizza and Crispin Porter + Bogusky for a moment. On my mind is, "Oh yes we did," their recent act of throwing out their current recipe and introducing an entirely new one. And what I think is most deserving to stop and acknowledge is the system-wide courage that it took to do this.
Consider:
-Voluntarily pay to put negative consumer comments on the air and on the web.
-Re-engineer a product that has been available for probably, I dunno, the better part of 40 years??
-Sell in, deploy and retrain workers across 5,000 US stores.
-Rally a workforce of 145,000 to support and understand the change.
-Risk a "New Coke" type of scenario.
That's big stuff.
My guess is folks from both the company and the agency stayed awake at night prior to launch asking themselves, "Is this the right thing to do?" Well, FWIW, I like it: fully embrace the business challenge, take the calculated risk, go big, produce the best product possible and get 'em talking about it.
Cheers to everyone involved in this campaign, system-wide. As their CMO stated, "To us, it's as big as McDonald's changing the Big Mac, or Burger King reinventing the Whopper."
As a marketer I must try the new pizza to support their courage. And as a pizza fan, I must try their new pizza because I'm curious.