“Mmm” is the universal phrase for good food and Domino’s has incorporated it into a brand refresh along with brighter colors, new boxes, and new fonts. For me, pizza is very mmm so I think it’s probably time to give them another taste test. Here’s one of their ads featuring a country music star… can you guess who’s lending his voice? The answer’s below…
The Voice. Sharing his deep, country voice is country music entertainer Shaboozey. Yep, you read that right. I didn’t believe it either but then I found the official press release. It’s not that it doesn’t sound like someone famous, it’s just such a short part of the ad, that’s why having anyone famous delivering the jingle surprised me.
From an advertising standpoint, adding the mmm to Domino’s seems like “Marketing 101″… and it’s evidence that creating something memorable and effective doesn’t need to be complicated. I think it’s safe to say this refresh from Domino’s just feels right, right? Especially when it’s easy to get these things wrong *ahem* Cracker Barrel. Although in Cracker Barrel’s case, I think they actually worked pretty hard to screw that up completely.
Domino’s didn’t reinvent themselves; just a little tweak here, a little adjustment there, and added a simple, catchy jingle that’s easy to remember. After all, it’s pizza, not rocket science. So their campaign made slight changes but kept the focus on the product. Smart.
-Out of the Wilderness
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