PPB March 2019

BRANDABLE Taking It ToThe Streets Domino’s paves its way to greater market influence. For Domino’s pizza and products to arrive at its customers’ doorsteps, someone needs to hit the road—whether it’s the Domino’s deliveryman, the UberEats driver or the customers themselves. And it’s no secret that people dislike potholes. They’re inconvenient, they wear down tires, they can complicate or delay the delivery process—and, most importantly, they can ruin a perfectly good pizza. According to the American Automobile Association, potholes cost U.S. drivers upwards of $3 billion annually in repairs. So, Domino’s thought of a solution to fix these rocky roads and ensure faster, safer pizza deliveries. As part of a new advertising campaign, Domino’s corporate employees asked customers to nominate localities that needed repair. The company created a microsite, www.pavingforpizza. com, where customers could submit nominations and check on progress. Using these nominations, Domino’s offered grants to select towns and cities nationwide to fix their roadways and market its infrastructural campaign, “Paving for Pizza.” After each road was completed, Domino’s added its spray-painted logo onto the pothole- free streets. This campaign piggybacked off of an earlier Domino’s campaign that offered customers “carryout insurance”— the option to exchange pizzas that were damaged during transit. During the first week of the campaign, Domino’s received 47,197 nominations for repairs, and as of November 2018, the company had awarded grants to 100 towns. So far, Domino’s has paved roads in 16 locations, with plans for an additional nine and an overall goal to reach all 50 states. From June through November 2018, the company had also received 1.1 billion media impressions, while the microsite received an additional 170,000 requests for repairs, with 500,000 total website hits from 16,000 ZIP Codes. The company was proud of the results, to say the least. And customers were, too—especially their taste buds. S ELLING POINT Back ToThe Good Ol’ Days Sun-Maid rebrands its dried fruit products to attract Millennials. It’s hard to forget those tasty, California sun-dried raisins, packaged in a red box that now seems small, but once appeared large in tiny hands. Sun-Maid’s dried fruit snacks were a childhood staple for many, including Millennials. But over time, Millennials have seemed to move on from the joy they experienced savoring these delicious treats as children. But Sun-Maid recently devised a plan to win back its childhood customers. Recently, much of Sun-Maid’s customer base has included older adults. According to Harry Overly, Sun-Maid’s newly appointed CEO, the company was not sufficiently marketing to older children, teenagers or even adults, neither were they communicating with these groups to determine their needs. Even though the company may have missed the mark with Millennials, Overly says the company wants to become relevant to their children. To draw Millennials to purchase its products for their families, Sun-Maid—which describes itself as a “timeless” brand—developed a marketing campaign based on nostalgia, with one advertisement reading, “Remember childhood? Don’t forget it never left.” The plan is designed to target growth of $100 million over the next five years. In the midst of this campaign, Sun-Maid is also rebranding its sour raisin snacks, which were introduced to market in 2017 and include watermelon, strawberry, mixed berry and grape flavors. The company is also experimenting with new snack items, like snack packs containing dried fruits and nut butters, along with organic products, yogurt-covered fruit and cinnamon swirl raisin bread. by Danielle Renda 78 | MARCH 2019 | THINK