Thursday, August 5, 2010
What Would Cheeses Do is part of Domino’s Pizza Proverbs, and before this either becomes an incident involving the religious right or another forgotten punfest, imma chime in. Religion’s a tricky thing man. It’s one of the few things you do not fuck with in advertising unless it’s with the utmost reverence. At best, poking fun is limited to subtle mentions alluding to God without ever actually saying his or her name. Generally, copy like “Heavenly taste” is about as good as it gets, if that. While I actually love having fun with the fervor over religiousity in this country, I wonder if this is Domino’s and Crispin zigging again when everyone is zagging.
Crispin has the brand in a sales sweet spot now, this groove where everything they do moves the needle while Pizza Hut tries to keep up. Why would you all of a sudden fuck with God? It’s too punny and undermines the honest, real *voice* they’ve established with the new recipes and meeting people campaigns. Cheetos and Chester’s Orange Underground? They could get away with this because it fits their vibe. I doubt though that Crispin’s other client Kraft would allow that type of wordplay on Mac and Cheese.
Having said that, they’re not the first to walk on these waters. Hebrew National hot dogs lived off of a religious connection for years. So the only two reasons you zig like this are that you either underestimated the fallout, or you knew and just wanted to throw people off based on what they expected from you.
Religion not only polarizes, it’s good for traffic, something Crispin knows how to create. I may be reading into this way too much with either of those explanations, but are pizza and hot dogs the places where you want to test the religious tolerance of the country?
Posted 12:35 PM