Domino's: Wipeable Onesie

The Academy and Domino's


Domino’s aims to be the official food of every occasion. Coming under threat from disruptive market entrants like Deliveroo and rivals like Papa John’s, we had an objective to “own” New Year’s Day and drown out category competition. Knowing New Year’s Day is largely spent lounging around watching TV in your pajamas, we created the world’s first ‘wipeable onesie’ for messy pizza eaters, becoming the most talked about New Year’s Day story, generating 168 pieces of coverage, 93% category share of voice, over 600,000 organic social posts, a #DomiNewYear trend and record sales of over 300,000 pizzas delivered.

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