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In many ways, Russell Weiner was the target customer for his own ad campaign. After all, Weiner, who became CMO for Domino’s  two years ago, says he ate a lot of the Domino’s pizza in college but felt he had outgrown it in the years after school.

His palate had changed, as had the American consumer’s, and the product itself had to evolve, Weiner says. But the marketing also needed refreshing, especially after a 2009 incident in which rogue Domino’s employees posted a video of themselves doing disgusting things with the pizza on YouTube.

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