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Domino’s Creates ‘Pizza Disc’ DVDs for Rental Outlets in Brazil

6 Jun, 2013 By: Chris Tribbey

Domino’s Pizza in Brazil partnered with a marketing agency to create “Pizza Discs,” DVDs that begin smelling like pizza while they play.

The DVDs — which include The Dark Knight Rises, Argo and Skyfall — are coated with a thermal ink that gives off the aroma as the DVD player heats up. After the movie ends a picture of a pizza is revealed on the disc, along with the message “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”

The DVDs were only available in less than a dozen rental stores in Sao Paulo and Rio de Janeiro.

“In Brazil streaming services like Netflix and iTunes are relatively new, and for people with good social conditions,” ArtPlan art director Diogo Barbosa told Creativity Online. “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.”

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