Domino's released a new Self-Care Pizza Ads campaign for World Menstrual Hygiene Day. By leveraging this day, the campaign targets women, particularly those experiencing menstrual cravings, encouraging them to indulge in these cravings as a form of self-care. The idea behind it is that listening to your body is healthy.
The campaign includes three print ads featuring images of women eating pizza with the acronym "PMS." Each ad has a different headline: Pizza My Savior, Pizza Meets Sausage, and Pizza Marathon Syndrome.
By utilizing World Menstrual Hygiene Day, Domino's solidified its connection with its female demographic, fostering brand loyalty and attracting new consumers in a competitive market. Domino's has differentiated itself from its competitors by focusing on women's health and positioning itself as a brand that cares.