Drop Everything* It’s Domino’s new brand platform

Domino’s came to us for a distinct and ownable brand platform to capture growth in an increasingly competitive category. Time with customers quickly revealed that in a world of overwhelming choice and decision fatigue, Domino’s is the ultimate people pleaser. Because it crushes all the cravings in one order. Drop Everything* It’s Domino’s™ is the manifestation of this new positioning. A long term brand platform that speaks to the undeniable truth that when Domino’s arrives, everyone stops what they’re doing, regardless of the consequences.

We’ve all been in the middle of something when the Domino’s order arrives and everything else becomes insignificant. We’ve seen it, it’s a genuine truth that inspired a brand platform that houses endless absurd scenarios, makes taste buds water with irresistible, craveworthy food porn and folds neatly around NPD and brand partnerships as they drop throughout the year.

The asterisk or ‘the wink’ as they call it at Domino’s is an incredibly important brand asset in our creative arsenal. It gives Domino’s plenty of cheek and opportunities to bring the brand’s personality to life any where, any time and any place.