A DVD That Smells Like Pizza?

Dominoes, in an ad campaign that’s taking off in Brazil, is hoping that the smell of Pizza will make customers think about the time-tested combination of Pizza and home movies. In partnership with ten video rental stores in Sao Paulo and io de Janerio, ten discs of ten new release titles were stamped with thermal ink and flavored varnish, both of which are sensitive to heat. While people watch the movie, the disc heats up, and the smell is released upon the DVD’s completion. The DVD’s were also printed with the message: “Did you enjoy the movie? THe next one will be even better with a hot and delicious Domino’s Pizza.” Though renting DVD’s seems old fashioned to many, streaming movies isn’t yet broadly accepted in Brazil, so this is a creative way to keep customers hungry with a fresh approach.