Seeing Red (Envelopes): When Contrition Doesn’t Work

Those of you who follow me know that I’m a big fan of the “radical transparency” campaign that Domino’s Pizza designed almost two years ago — an advertising initiative that is still going strong, and continues to build customer loyalty, quarter after quarter. One of the key most appealing aspects of the radical transparency approach was the admission by the company that, in the past, its pizza just wasn’t very good. By admitting its mistakes and using that platform to explain why its “new and improved” pizza was better, Domino’s Pizza was able to attract customers who had long-ago given up on the company and its product. Now Netflix is the latest company to jump on the contrition bandwagon.

Update: Domino’s Chief Marketing Officer Talks “Radical Transparency”

One of the most interesting stories of the year is the unusual marketing strategy by pizza franchising behemoth Domino’s. In case you missed it, earlier this year Domino’s grabbed the public’s attention with its bold new advertising plan which featured the company admitting that its pizza wasn’t very good, and followed that with an entreaty asking the public to give Domino’s another chance with its new, improved-recipe pizza.