In Brazil, Domino’s makes rented DVDs smell like pizza

Don’t forget the napkins when you watch a DVD in Brazil.

In Rio de Janeiro and Sao Paulo, Domino’s has teamed up with 10 rental stores to use movie DVDs for an unusual marketing push.

Users pop in a rented DVD like they would any other, and after they’ve watched the film and take the disc out, the DVD disc shows a picture of a pizza and emits the aroma of one of Domino’s pies.

The DVDs have thermal ink and flavored varnish to create the effect. When the DVD is played, both materials react to the DVD player’s heat. That changes the DVD from a standard gray disc into an aromatic piece of advertising.

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Also visible on the discs after their transformation is a bit of text in Portuguese that translates into, “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”


The advertising can be found on popular new releases such as “Argo,” “Skyfall” and “The Dark Knight Rises,” according to Ad Age.

In case you’re wondering why Domino’s is spending money to advertise this way, the answer is simple: In Brazil, streaming video hasn’t yet killed video stores.

Diogo Barbosa, the art director of ArtPlan, the agency that came up with the marketing, told Ad Age that services like Netflix and iTunes are still relatively new to the South American country.

“Also, our broadband connection isn’t as fast as that used in the U.S., and because of that we still have video rental stores in your neighborhoods,” Barbosa told Ad Age.

If Domino’s can find a way to transit the aroma over the Internet, it might be able to use that advertising tactic in the U.S. too.


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