Magazine article Marketing

Editor's Comment: Pizza Hut's Temporary Fault

Magazine article Marketing

Editor's Comment: Pizza Hut's Temporary Fault

Article excerpt

What do Heinz Salad Cream, Coco Pops and, now, Pizza Hut have in common? They have all sought to make consumers fall in love with their brand again by threatening to commit suicide.

Last week, Pizza Hut briefed reporters from several titles, including Marketing, with the story that it was rebranding its entire portfolio as Pasta Hut to encourage consumers to reassess its menu.

Somewhere between these first briefings and this Monday, however, a fresh strategy was hurriedly unveiled. Now, the company was saying that the switch was only 'temporary'.

I suspect someone at Pizza Hut lost their nerve, reaching the wise conclusion that leading the media to write an incorrect story, seemingly in the hope of achieving lots of publicity for a revamped menu, was a bad idea.

Whatever the reasons, earlier in the week there was some confusion about how long term the anticipated name change would be. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.