Crownies

We were tasked with launching a new dessert called Crownies, which combines cookies and brownies and is served by Domino's. While we expected it to be popular, our main challenge was encouraging customers to try it, especially with stiff competition, including the lava souffle from Domino's.

To spark curiosity, we posed the question: "What is Crownies?" The name itself highlights its dual nature. This inquiry encouraged potential customers to try the product to find the answer.

We launched with a significant outdoor advertising campaign using the tagline: "Crownies: Are they cookies with brownies or brownies with cookies?" The response was overwhelmingly positive, leading to Crownies selling out in the first week. Due to high demand, we had to post updates about restocking.

Our success hinged on the campaign's ability to provoke curiosity and drive engagement, as evident in video impressions and general awareness of the product.