Promotional DVDs smell like pizza when played

A Brazilian ad agency has built a campaign for Domino's "Pizza" that uses a heat-sensitive coating on rented DVDs; when the disc is played, the heat from the player heats up the coating and causes it to emit a pizza-like odor; the coating also changes appearance and becomes a picture of a pizza with an ad for Domino's.

In partnership with 10 video rental stores in Sao Paulo and Rio de Janeiro, the brand used rented DVDs as media. About 10 discs each of 10 different new release titles such as Argo, 007, Dread And Dark Knight were stamped with thermal ink and flavored varnish, both sensitive to the heat.

While people were watching the movie, the heat of the DVD player affected the disc. When the movie ended and they ejected the disc, they smelled pizza. They also saw pizza: the discs were printed to look like mini pies, and carried the message: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza."

A DVD That Smells Like Domino's Pizza



    1. I sympathize with the desire for protest, but this doesn’t sound like it’s intended that the disc be re-used. Unless the plan is that the next renter gets the disc with the ad already visible and the odor largely discharged?

      1. I don’t know how the smell part works–possibly it’s good for a certain number of uses, though I guess it would have to wear out after a while–but the thermal ink will change back after the disc cools off. I have a music CD that does this; it’s pretty cool.

        1. Yeah, the thermal ink thing is cool. I have a NIN album (Year Zero I *think*) that does it; freaked me out the first time I took it out of my car’s CD player.

    1. This is similar to my thoughts: in addition to polluting your house with an odor you may not want (and that may linger or otherwise sour), you’re vaporising something and doubtless depositing it on your DVD player’s lens (and to a lesser degree gumming up the rest of the works).

      Any word on whether you can scrub this offensive crap off the top of your disc before playing?

        1. You don’t think that one of the world’s fastest growing economies will have one of the world’s fastest growing litigation industries?

          1. I believe it is actually easier to sue in Brazil than in the US/Canada. The Consumer Code is very advanced and courts are packed with people suing telcos (top of the list) and cable companies (and both sectors deserve that).

    1. I read it as some sort of foodist complaint about the quality of what Domino’s sells. Which, really, is a bit unexpected to see coming from Cory of all people. It’s greasy, cheap, and covered with processed cheese, but that’s just what a lot of people dig, man. Don’t hate on them for their “unrefined” palates.

  1. Stupid marketing plan could be made into a brilliant one with one easy change: forget new titles, try niche marketing. Who are the only people to whom Dominos sounds good (and even then, only at certain times in certain states of mind)? I say put this on Up in Smoke, Fear and Loathing, Half Baked, Pineapple Express, Apocalypse Now, Wizard of Oz, and “related titles” and watch the cash roll in.

    1. As opposed to having bus stops smell of the consequences of drinking said alcoholic drinks?

  2. Some girls they have natural ease,
    They wear it any way they please,
    With their French flip curls
    And perfumed DVDs?

    1. BoingBoing: where we go from botched pizza advertising to botch sex changes operations faster than you can say  “Wig in a Box”

      1. I look back at where I’m from,
        Look at the moderator I’ve become,
        And the strangest things seem…
        Suddenly routine.

  3. It’s funny how touchy people are about smells. We’re inundated with visual advertising almost all the time, but even as a smoker, I see this and think, “I don’t want to smell your fucking bullshit while I’m eating popcorn or whatever I happen to be doing. Maybe I’m on a diet and I use movies to distract myself and then your bullshit comes in and gets me starving for a pizza.”

    Anyway, it’s funny. I’d never think that while just listening to a commercial or looking at a sign.


    1. Because, unlike the other senses, smell is one of the most primitive and is almost wired directly into your brain’s emotional centers.

  4. Domino’s so-called pizza also has a pizza-like odor.  It’s a toss-up whether to eat the “pizza” or the box.  The DVD probably tastes better. 

  5. This is hilarious in a “we live in the future as imagined by Paul Verhoeven” kinda way.

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