Little Caesars Pizza: An Example of the "New Normal"

Written by Jeff Seltzer, Managing Partner. Contact Jeff at jseltzer@hypothesisgroup.com.

The COVID-19 pandemic situation is creating perhaps the most significant shared experience the world has ever witnessed. During this uncertain time, a common question is, “how are you adapting to the new normal?” Well, this isn’t the new normal—yet. The stay-at-home orders will end, the economy will start-up again. What follows will be the “new normal.” The new normal will be 6 months from now. A year from now. 10 years from now. Just look at 9/11. We are still, 20 years later, affected daily in ways big and small from travel habits, surveillance, and immigration. Same with the Financial Crisis of 2008 which many say defined a new generation with new ideals. We recovered economically, but the death of the traditional American dream spawned the notion of Shared Economy which says it’s okay to never own a home. Or a car. Or music. Or much of anything.

Sure, maybe we will go back exactly how we were before COVID-19, but that seems naïve and goes against what history teaches. So, what will the “new normal” look like Post-Pandemic? It’s probably still too early to know for sure. We are still in it. My colleague Matt Walker wrote this week about the ideas of Inversion and Re-immersion as dual strategies for this new world. Indeed, most are in scramble-mode while they consider and reconsider strategies, and tactics.

But, we are starting to get a glimpse of output, which brings me to this new spot from Little Caesars Pizza, and how they are defining “peace-of-mind” in a post Pandemic world by declaring that its pizzas are cooked at 475 degrees, never touched by humans afterwards and is available for non-contact pickup or free delivery. They do this by balancing their familiar, quirky brand voice/tone with new, relevant information that may become “price-of-entry” for the category.

So, while I have to explain to my children why it’s necessary to take our shoes off when we fly, they may tell their kids about a time when actual humans touched their food. I’m curious about what you think about this spot, and your thoughts around what the “new normal” world will look like. Comment below.