Ordering pizza for the family movie night is still a combination that proves to be popular in many countries around the world, and Domino’s Pizza in Brazil decided to combine the two in a campaign that incorporated the senses in a very attractive and unique way.
According to research, of all the five senses, smell is the closest linked to emotions because the brain olfactory system detects odours, fast-tracks signals to the limbic system and links emotions with memories.
In partnership with 10 video rental stores in Sao Paulo and Rio de Janeiro, Domino’s Pizza used rented DVDs as media. Using popular films for the experiment, Domino’s created custom disc labels utilising thermal ink. While people watched the movies, the heat of the DVD player affected the discs so that when the movies ended the discs emerged both looking and smelling like a Domino’s pizza fresh out of the oven. They also carried the message: “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”