Domino's: Domino's RIP

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 used “funeral marketing” to evoke consumers' memories and emotional resonance. When the brand announced Hawaiian pizza's RIP, it successfully ignited discussions across the internet and garnered intense media attention.
The campaign's true purpose was to pave the way for Hawaiian pizza's relaunch. When it was reintroduced featuring local Taiwanese pineapples, it demonstrated the brand's commitment to sustainability and local values, while innovatively reinventing a classic, achieving both emotional connection and sales growth.