theSun | WEDNESDAY JANUARY 2 2008 15
media & marketing
Domino’s new secret
by Angela Sargunan several candidate sauces and the ground beef
email@example.com creamy cheesy ﬂavoured sauce complemented
came up the winner. with tomatoes
DOMINO’S aromatic blend of “Its rich combination made and onions
creamy cheesy ﬂavours with a heavenly with a hint of garlic for that extra
hint of garlic in its three newly heightens the taste of the pizzas. bite.
launched toppings, offer pizza One must savour the difference,” Classiﬁed
enthusiasts a richer taste. Shan-Ting said adding that Chicken
The “secret” ingredient the new sauce replaces the comes with
revealed by the pizza delivery traditional pizza sauce. succulent
experts at the launch of its Shan-Ting said the specially shredded Shan-Ting (second from left) and Domino’s staff with the new Deliciously
Deliciously Conﬁdential developed sauce offers customers chicken accompanied by Conﬁdential pizzas. On the right, a staff holds the Brownie Bites.
promotion recently was the an excellent opportunity to mushrooms and onions while
unique sauce, which is used enjoy something different, when Secret Salmon is loaded with
as the base of the three new he launched the Deliciously tasty salmon sausages given priced at RM9.80 (a la carte) for a There are also add-on offers
promotional toppings – Beef Conﬁdential promotion at its Mid a sensational twist with juicy set of 10 pieces and RM7.80 with where you can save up to RM2
Suspense, Classiﬁed Chicken and Valley store recently. pineapples. any regular pizza purchase. for items such as Nestle La
Secret Salmon. Customers can tuck into the A la carte price is RM21.80 for Those looking for value Cremeria Loaded Chocolate
Dommal Food Services latest pizzas from now till Jan 27 a regular pizza and RM29.80 for a meals will not be disappointed. Vanilla (800ml), Nestle
Sdn Bhd senior manager of at all Domino’s 32 stores. large. The double decker crust is The Deliciously Conﬁdential Drumstick KitKat four cone
marketing Ba U Shan-Ting said “We expect a good response priced at RM24.80 (regular) and value meal offers a great deal multipack, chicken wings and
the company took about six and we anticipate about 15% RM34.80 (large). with any one large Deliciously Coke.
months to develop the new sauce of total pizzas sold during the Domino’s is also introduced Conﬁdential pizza, one large
that is created specially for the 10-week promotion period will its new dessert called Brownie speciality pizza, a set of Brownie
Malaysian market. be one of these three,” he said. Bites. The delightful brownies Bites and a bottle of Coke/Sprite For more information call 1-300-
“Domino’s product Beef Suspense has generous are oven-baked and served warm for only RM50. Customers will 888-333 or visit www.dominos.com.
development team evaluated portions of chunky and juicy with a sweet icing dip and are save RM23.20 with the offer. my
t h e r i g h t p i t c h
New Year’s resolutions for
the Malaysian marketer
by Gabriel Ng
I resolve not to copy the Petronas TVCs
IT’s the new year, and you, dear marketer, are since they are in a class of their own and
still bleary from all the partying over the week- my efforts would seem pedestrian in com-
end. Now you’re drinking copious amounts of parison.
Americano while trying to drag your fuddled
brain back to lucidity, pretending to read this I resolve not to pander to my advertising
newspaper. agency’s penchant for constructing ads
The idea of new year’s resolutions is laugh- which appeal to “opinion leaders” which are
able at this point. Fear not. Here they are for invariably modelled after their A/X clad, pinot-noir
you, carefully selected from observations of drinking selves and have very little to do with the
some marketing gaffes of 2007. Malaysian public.
I resolve to responsibly oversee the copywrit- I resolve to try originating my brand proposi-
ing on my print advertising if I am qualiﬁed tions and messaging in Bahasa Malaysia or
or have it professionally vetted if I am not, in Chinese and then only translating them
and not to surrender it to my MS Word’s spell and to English, since Nielsen reports that only 4%
grammar checker. Not everybody can come up of the Chinese population and 2% of the Malay
with bad copy that sounds good, like Samsung’s population speak English as their most often used
“World Best” tagline of yesteryear. language. Of course, that might end up breaking
resolution No 1 (see above). Life, after all, is a
I resolve not to schedule the same radio series of trade offs.
ads for more than 2 weeks in a row, and
certainly resolve to pull the plug after one I resolve to try to incorporate some number
month. Especially on peak hour morning shows crunching rigour to my marketing budget,
when repetitive radio ads are as annoying as the such as those fancy marketing ROI tools
slow trafﬁc on Jln Tun Razak. being bandied about around town by some ad
agencies and consulting ﬁrms, and also to make
I resolve to strenuously encourage my sure any allocation for purchasing them comes on
marketing and sales executives to change top of my existing budget.
their strange adopted English first names
to something less cringe-inducing. I am referring I resolve to stop using scratch cards
to those who call themselves, for instance, Coma or fake “winning lottery tickets” in my
Tan, or Season Wong or Winky Teh.* promotional mailers because, while
they are depressingly effective, they do so much
I resolve not to cave in to my CEO’s to bring down the dignity of what it means to be
sometimes off-hand, uninformed and un- a human being.
helpful pronouncements when vetting ad There you go. Now, email me who you think
campaigns, in spite of my appointed advertising “inspired” those resolutions above and I’ll send
agency’s strenuous efforts to actively solicit them. you a mystery gift.
I resolve to do my level best to end the era of * These are not real people and any resem-
egocentric ad campaigns in my lifetime. blance to any person, living or dead, is uninten-
tional and coincidental. And also, well, slightly
I resolve not to use billboards that can be tragic. Although I must admit “Winky” is kind of
seen from the North South highway which cute.
are not run by Big Tree since they are, well,
not on the North South highway. (Unless they are
way cheaper and are legible for at least three Gabriel Ng has worked in consumer marketing for
seconds by a person with 6/6 vision driving at 8 years. He is currently shepherding four brands in
110km/h, so what if they are lurking at the edge Malaysia: He can be reached at info@mygrandcell.
of oil palm plantations). com.