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    Domino's Credits Obama for Marketing Idea

  • Industry News February 16, 2009
    Capitalizing on the patriotic tastes to be found on Domino's American Legends pizzas and its new advertising spokesman, the fictional politician, "Secretary of Taste," Domino's Pizza (NYSE: DPZ - News) is buying an advertising "roadblock" during the highly-rated primetime network shows on Presidents' Day.

    Domino's 30-second spot featuring its faux politician, The Secretary of Taste, will appear at roughly the same time on three networks during the 9 p.m. hour: during ABC's "The Bachelor," Fox's "24" and NBC's "Heroes." This "roadblock," a media technique used successfully by politicians to guarantee their message is heard loud and clear, was also used by President Obama during his campaign for President.

    "We love the fact that our politician--The Secretary of Taste--will speak to America on Presidents' Day via a media tactic used by Presidents past and present," says Domino's Chief Marketing Officer Russell Weiner. "This roadblock will also expose our new product platform to a full quarter of American TV watchers simultaneously. We thank President Obama for the idea."

    At a time when Americans are forced to cut back on almost everything, the Secretary of Taste is proud to endorse Domino's American Legends as the centerpiece of his taste stimulus package, offering 40 percent more cheese than a Domino's regular hand-tossed pizza, cheesy crusts, and delicious combinations of premium toppings.

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