Like other aromatic foods, a good way to sell more pizza is to get folks smelling it. If they smell pizza, they will be more likely to want pizza. And so, in Brazil, Dominos has partnered with advertising firm Artplan São Paulo for their latest campaign. They teamed up with 10 local DVD rental stores and replaced the labels on popular films with a special heat-activated one.
The label looks like a regular label. You can’t tell the difference. But as it spins and heats up, the label changes and is replaced with the image of a pizza. If that isn’t enough to make you want to buy a Dominos pizza, the label also releases the smell of a fresh pizza.
And if that still isn’t enough, it is printed with “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.” Pretty creative advertising. I wonder what costs will be passed on to renters for the privilege of your DVD player smelling like pizza.