Domino’s (Case Study)

Domino’s wants to sharpen its image and appeal to a younger and cooler target group. Negative terms like "unhealthy" or "uncool" should be removed from the brand perception with humor and cleverness. We develop a creative social media campaign to present Domino's as a cool and fun brand, while also carefully addressing and leveraging negative perceptions to its advantage.

The GenZ target group is confident and has ideals. They want to help shape their own future. Especially because everything is constantly changing, they long for clarity and familiar situations they can look back on later. But please, don’t talk about routines. That’s why they aren’t brand loyal and better accept changes. Health and physical fitness have become more of a focus. For some, it’s about self-optimization for approval on social media, while for others, it’s more about well-being, like "my body is my temple." But they still want endulgement and at least the standard of living their parents had.

Creative Launch: How can we position Domino's Pizza as a cool love brand in the relevant set of a young target group aged 18 – 28, thereby fostering more brand loyalty? How can we further ensure that ordering pizza is associated with Domino's Pizza for them?