SUB CATEGORY :

LAUNCH/RE-LAUNCH

ENTRANT COMPANY :

HAVAS TAIWAN, TAIPEI

TITLE :

DOMINO’S RIP

BRAND :

DOMINO’S

ADVERTISER :

PIZZAVEST CO., LTD.

AGENCY :

HAVAS TAIWAN, TAIPEI

VICE PRESIDENT :

DAPHNE YU

CHIEF EXECUTIVE OFFICER :

FISH CHEN

MANAGING DIRECTOR :

FISH CHEN

CREATIVE DIRECTOR :

SHARON LIN

ASSOCIATE CREATIVE DIRECTOR :

NIPEI CHEN

ART DIRECTOR :

SIN GU

COPYWRITER :

SANDRA TSAI

ACCOUNT MANAGER :

CHARA CHANG

ACCOUNT EXECUTIVE :

SOPHIE CHANG

PR AGENCY :

PULSE COMMUNICATIONS CO., LTD., TAIPEI

CAMPAIGN SUMMARY :

The Domino's RIP campaign drew inspiration from Taiwan's unique funeral traditions, stemming from the brand's deep understanding of local culture. Taiwanese people have a special emotional connection to pineapples, which symbolize good fortune and are deeply rooted in their dietary habits. However, this classic Hawaiian pizza product saw declining sales due to the controversy over whether pineapple belongs on pizza. To reverse this trend, Domino's adopted “funeral marketing” as its core strategy, announcing Hawaiian pizza's RIP and combining funeral culture to evoke consumer emotional resonance, cleverly using humor and cultural creativity to quickly ignite social media discussions and media coverage. The challenge was to transform emotional resonance into concrete action. Through influencer participation and user-generated content, it quickly spread into a national phenomenon. Finally, the brand relaunched a new Hawaiian pizza featuring local Taiwanese pineapples, transforming “RIP” into “Relaunch IP.” This creative marketing journey from death to rebirth not only reversed declining sales but also deepened the brand's commitment to sustainable development and local values, achieving breakthrough success in both emotional connection and market performance.

CREATIVITY/IDEA/INSIGHT :

To bid farewell to the increasingly unpopular Hawaiian pizza, Domino's combined “funeral marketing” with Taiwanese funeral culture, planning a memorial service for Hawaiian pizza and inviting internet users to reminisce about its glory days. This quickly sparked widespread online discussion and triggered a creative funeral trend, successfully driving short-term sales surge. The brand then transformed “RIP” into “Relaunch IP,” introducing a new Hawaiian pizza made with fresh Taiwanese pineapples, allowing the brand to perfectly transition from funeral buzz to rebirth, winning back consumer love once again.

STRATEGY :

The campaign centered on PR strategy, targeting millennials and Gen Z who value cultural connections and interactive experiences, and prefer brands with buzzworthy topics and attitude. Domino's elevated the brand campaign into a national event through a dramatic Hawaiian Pizza Funeral that incorporated Taiwanese funeral culture. From media headlines to social media explosion, this campaign won attention through emotional resonance and creative operations, even prompting competing brands to humorously respond with "Still Alive" message. Finally, through a twist, Hawaiian pizza was relaunched with local pineapples, successfully converting buzz into sales growth while deepening brand image, achieving true rebirth.

EXECUTION :

The campaign progressed in phases, starting with Hawaiian Pizza RIP. The first phase released an obituary through press releases, triggering media coverage and public attention, turning Hawaiian pizza's discontinuation into a national talking point. The second phase combined funeral culture to plan “funeral marketing,” strengthening emotional connections through livestreamed memorials and influencer collaborations, while inspiring UGC to amplify social media buzz. Finally, it climaxed with “Relaunch IP,” introducing new Hawaiian pizza featuring Taiwanese pineapples. The campaign converted public attention into sales growth, reshaped brand image, and demonstrated commitment to local culture and sustainable development, achieving both commercial and cultural success.

RESULT :

The new Hawaiian pizza sold 320,000 units within 3 months, achieving 99.5% sales growth and successfully reclaiming its position as the top-seller. On the media front, the campaign generated NT$46.35 million in media value, reached 2.68 million people organically, and became a focal topic across social media and news outlets. Audience engagement increased significantly, with Facebook interactions growing by 154% and Instagram by 476%, demonstrating high consumer participation in the campaign. Brand image also saw notable improvement, successfully repositioning Domino's as an innovative leader connected to local culture. Overall, the campaign not only achieved breakthrough success in both sales and buzz but also changed consumer perception of the brand, strengthening its market leadership position.