A few months back, Domino's Pizza released its new “Artisan” line of pizzas. While the name is something of an oxymoron, the “Artisan Pizzas” were intended to be a cut above the usual Domino fare. To that end, Domino's pledged it wouldn’t accept any substitutions — something about the pies being expertly crafted, wouldn’t want to ruin the integrity of the flavors, so on and so forth. Bottom line: If you asked for substitutions on your Artisan Pizza, Domino's would say “no.”
While that’s all fine and good, we can’t help but feel that Domino's should have rethought the advertising campaign that accompanied the new line of pizzas.
Ahhhh, what? No means yes? As the good folks at Shakesville, which originally found this ad, put it: “There is absolutely no way that the company can reasonably argue they didn’t understand the nonconsent implications of this phrase.”
While the easy thing to do is say “hey, this is just a pizza ad” — and yea, it is — that’s too simple a response. When your pizza ad looks like it was ripped from a date rape apologist’s playbook, maybe it’s time to reconsider your strategy.
Another idea? Stop trying to convince people mass-produced pizza is “artisan.”
Reprinted with permission from The Jane Dough.