Domino’s Brazil tests DVDs that smell like pizza

Yahoo Shopping

The marketers who work for Domino's Pizza in Brazil must know that when selling pizzas, the nose can be a powerful ally.

Domino's in Brazil partnered with 10 DVD-rental stores to rent discs that, when played in a DVD player, come out smelling like a pizza, reports. As the movie plays, the customer is apparently none the wiser. But when the movie is over and the customer hits eject, a pizzalike odor wafts into the room.

A special thermal ink on the DVD reacts to the heat of the DVD player, not only releasing the odor but also causing a picture of a pizza to appear on top of the disc. A message reads: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza." In the pizza business, subtlety gets you nowhere.

While streaming is all the rage in the United States, reports discs are far more popular in Brazil.


In this age of streaming video, the idea might seem a bit anachronistic. However, "in Brazil streaming services like Netflix and iTunes are relatively new, and for people with good social conditions," said ArtPlan art director Diogo Barbosa. "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."

This is the latest in a series of unusual marketing moves in Brazil. Last week, we reported about Huggies Brazil testing a Twitter-enabled diaper accessory. If your kid pees, you get an alert on Twitter (yay?). And last month, Budweiser Brazil revealed that it is testing a Facebook-enabled glass called a "Buddy Cup." When two Buddy Cup-holding drinkers toast each other by clinking their glasses, they become Facebook friends.

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