Domino's Doubles Up in NYC

Domino's Pizza pulled double-duty in New York City yesterday with a one-day, one-market blitz to support the national launch Doublemelt Pizza.

Oct. 11 was officially dubbed "Domino's Pizza Double Day" by Manhattan Borough President C. Virginia Fields. Domino's fielded street teams of identical twins; sampled the new pizza to lunchtime riders on Gray Line New York Sightseeing buses (double-decker, natch); and offered a free medium pizza to New Yorkers with double names, like John Johnson and David Davidson.

Doublemelt is Domino's first new product launch since the Ann Arbor, MI-based company went public in July. TV spots star actor Leslie Nielson, who gives a dramatic voiceover as a couple eats the pizza in their kitchen. The wife interrupts him, asking, "Do we have to do this every time we order?" The camera pans to Nielson (in a tuxedo), who shrugs and asks, "Why not?" The spot broke earlier this month. Doublemelt hit Domino's menu nationally in late September.

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