Domino’s unveils new brand platform
It has also named Coca-Cola as its new drinks partner across ANZ.
Domino’s Australia has introduced a new brand platform alongside a new 16-inch pizza range, a Coca-Cola drinks partnership, and a series of New York-themed activations.
The new platform, ‘Drop Everything* It’s Domino's,' was developed with Bureau of Everything and is intended to shift the brand’s positioning from functional benefits towards food, personality, and the appeal of pizza.
The platform will roll out across Australia and New Zealand through product, partnerships, customer experience, and advertising.
The first product launch under the new platform is the Domino’s New Yorker, available nationwide.
At 16 inches, it is the largest pizza currently available on Domino’s menu.
The range uses hand-stretched dough and is available in five varieties: The Big Cheese, Pepperoni Boss, Hot Honey Pepperoni Boss, Little Italy, and Bacon Kingpin.
Alongside the pizza launch, Domino’s has named Coca-Cola as its new drinks partner in Australia and New Zealand.
The partnership will cover the Domino’s customer experience and forms part of the brand’s broader beverage offering.
Domino’s will also take the New Yorker campaign beyond its stores.
On 17 September, a yellow New York-style cab converted into a Domino’s New Yorker delivery vehicle will travel around Sydney, making deliveries and stopping at selected locations where customers can claim free New Yorker pizza and Coca-Cola.
Domino’s said it will share locations and details on how to claim the giveaways through its Australian social media channels.
A free New York-inspired Block Party will follow on 24 September, featuring DJs, entertainment, giveaways, and New Yorker pizzas.
The event will be open to the public, with location and participation details to be announced through Domino’s Australia’s social channels.
Domino’s is also set to announce another product, teasing a new dessert-related launch.
