Marketing Musings - August 28th, 2018

Have you ever wondered what the heck happened to the cheese or toppings on your pizza before it was delivered to you? Domino’s Pizza stepped up and hit the road with their newest campaign to have a company pothole truck fix up streets in cities voted by customers.


Domino’s engaged the creative team at CP+B to conduct this buzzing project titled “Paving for Pizza”. It all started with a GoPro inside a pizza box to capture the damage done while out on delivery. This helped Domino’s recognize the unfortunate connection of infrastructure and pizza industry. Partnering up with local municipalities and governments, the company went out to fix the bumpy roads with their own Domino’s equipment, truck, cones, and stamp over the pavement.

As pizza lovers, we can appreciate Domino’s dedication to deliver orders in the best possible condition, like it is fresh out of the oven. This creative angle keeps the brand top of mind with good publicity while bringing visitors on to their website to nominate the worst offending roads. The commercial displays the company’s social conscience and promise to the customer.

Domino’s is going above and beyond to ensure the only thing getting in between customer and their pizzas is extra cheese. 

Marketing Musings - August 16th, 2018

We see London, we see France, but can these every day people find the underpants? In a time where technology consumes our attention, Fruit of the Loom decided to test just how observant people really are these days. In one of the busiest cities in the world, with people flooding the streets, only a handful will notice the plainly set instructions to discover a little fortune!


CP+B is the advertising company behind all the excitement of Fruit of the Loom’s latest campaign. The creative team decided to have a little fun with a social experiment that tests who will notice money and underwear hidden in plain sight! Packages of Fruit of the Loom Underwear with $1,851 (the year the company was founded) in cash were placed all around Manhattan waiting to be found. This campaign was a brilliant way to show that some things that go unnoticed in life such as the cash are very rewarding, just like the brand’s new EverLight underwear.

Fruit of the Loom absolutely nailed the use of genuinely creative content in order to spark a campaign that gets everyone talking. The company found an exciting angle that captures attention of customers. Anyone viewing the commercial knows about the hunt and is enticed to find an exciting little fortune. This brings attention to the brand’s new product of underwear so light you won’t notice, without plainly promoting it which, as proven in this campaign, will go ignored. Whenever promoting a product or launching a campaign, it is essential to find an angle that excites your audience. That and being brief (or is it boxers?) is the key to great production!