Here's something you don't see very often: a brand outright admitting its product is (or at least was) poor.
The message Domino's is now selling on their new microsite Pizzaturnaround.com and in ads running widely throughout US TV channels. The campaign features employees of Domino's - from the kitchen floor to executive levels - lamenting consumer criticism of their former product and promising to do better.
It's a very high level of openess. But is it stupid? Possibly.
If the campaign fails to win the public over, this will really ha,per future attempts at "honest" branding.