HAVAS Creative TAIWAN’s Post

Domino’s RIP The “Domino’s RIP” campaign was born from the sales decline of Hawaiian pizza amid the debate over whether pineapple belongs on pizza. Tapping into Taiwanese consumers’ deep emotional bond with pineapples and the cultural symbolism of funerals, Domino’s launched a bold “farewell marketing” stunt. The brand first announced Hawaiian pizza as “RIP,” sparking nostalgia, nationwide mourning, and viral conversations. Within a week, an online memorial service was held, amplified by influencer livestreams and UGC. Finally, the twist was revealed: “RIP” stood for “Relaunch IP.” The Hawaiian pizza returned with locally sourced pineapples, reimagining the classic while highlighting sustainability and local pride. The campaign reignited sales, captured media attention, and won back consumers’ hearts. https://lnkd.in/gkwpRukt