Industry News | March 7, 2001

Domino's Launches New Ads, Accepts Credit Cards

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Domino's is getting back to basics. A new advertising campaign entitled Get the Door. It's Domino's. launches this week and focuses on Domino's expertise and core promise: delivery. The message is simple—Domino's Pizza consistently brings a hassle-free, convenient meal solution to your door.

"With these fun and energetic commercials, we are returning to the very essence of our brand: delivery," said Patrick Doyle, interim executive vice president of marketing and executive vice president of international. "Through real life scenarios, the new ads show that we understand how pizza delivery fits into consumer's lives."

Get the Door. It's Domino's. will run on television, radio, and print, and will feature a doorbell as the icon representing delivery. The ads are snapshots into everyday life—a family watching TV together, a young man staring into his refrigerator waiting for something appetizing to pop out at him, a frisky dog running to the door when he hears the doorbell ring—all ending with a Domino's delivery person seen in the reflection of the doorbell. The ads, followed by the tagline, Get the Door. It's Domino's. are set to the tune of Dick Male's "Miserlou" (theme from Pulp Fiction).

The ad campaign is the second one created for Domino's Pizza by award-winning Deutsch, Inc., part of the Interpublic Group of Companies. (IPG)

Domino's has also announced that it is accepting credit cards (Visa, Master Card, and American Express) in its U.S. locations beginning in March 2001. "We are the company of convenience," says Doyle, "and now we are making it even easier for consumers to order and pay for our product."