Step 1: Admitting you have a problem

Seems this logic applies to advertising too.

At least, Domino's thought so. And now they're reaping the rewards.

Domino's latest effort had its fair share of critics (many ill informed about this category, but nevertheless..) I can proudly proclaim I was not among them. No Monday morning quarterbacking here; I called this one a winner from the jump.

Sales were in the toilet; where else to go but up?

Off they went to focus groups. But the difference is they LISTENED rather than rattle off predictable qualitative research excuses like "how can we listen to 8 people x 3 groups x 2 cities?" Or my favorite "that's just DIRECTIONAL insight".

I love "Directional insight". Translation: we heard something we didn't like and don't have the ability to fix so we'll dismiss it on the grounds of small sample size. N=...nevermind.

(caveat: I really have no idea whether they listened or whether someone at the top forced this approach down the CMO's throat or something else entirely, but as an outsider, it appears they went to learn and they listened.)

Customers (and perhaps no more than 8x3x2) told Domino's their pizza sucked. They listened. And then, they answered the critical question - and it appears, they answered correctly - do they launch a campaign that attempts to convince consumers they're wrong about what they think they tasted OR do they acknowledge the consumers might be right, head back to the kitchen, fix the product, admit there was a problem with the product, claim to have fixed it and THEN attempt to convince consumers to give it another try? They obviously made the difficult choice for the latter.

A smart business decision, for sure. But what I applaud here is the ability of the advertising to stay on strategy and deliver this message rather than bury it in flashy creative non-sequitor. The TV spots tell the course correction story in an arresting way and the pizza holdouts effort is both unconventional and impactful.

I've heard plenty creative teams rant and rave about the impossibility of delivering the entire message in 30 seconds. Apparantly Crispin's team didn't have that problem.

The proof is in the pudding. Or in this case, the pizza sales.

I say Domino's is ON STRATEGY.