Domino's Pizza sets Doublemelt Pizza for nationwide rollout

Sept. 1, 2004

ANN ARBOR, Mich. — Domino's Pizza is rolling out its Doublemelt Pizza nationwide after several months in testing.

According to a news release, the Doublemelt starts with a thin crust covered in a creamy cheese sauce spiked with herbs and garlic. A second thin crust is added and topped with tomato sauce, mozzarella and customers' toppings choices. A six-cheese blend finishes the top layer.

Domino's will support the launch with television ads featuring actor Leslie Nielson. One humorous spot shows a couple enjoying their Domino's Doublemelt Pizza as a dramatic voice-over describes the product. Annoyed, the wife asks, "Do we have to do this every time we order?" Flash to a tuxedo-clad Nielson, who shrugs and asks, "Why not?"

The new Domino's Doublemelt ad will run during Monday Night Football, tapping into Domino's new sponsorship of the 35th anniversary of Monday Night Football with ESPN and ABC Sports.

The rollout began Aug. 30 and will be completed Sept. 27.

During an introductory period, customers can buy a medium one-topping Doublemelt Pizza for $9.99 and get any second medium pizza for just $5.

Read related Domino's articles by clicking here.

Topics: Domino's Pizza , Marketing

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