DVDs that smell like pizza when played

Here’s an interesting campaign by a A Brazilian ad agency and Domino’s Pizza. The company worked with 10 video rental stores in Sao Paulo and Rio de Janeiro to stamp heat sensitive thermal ink and flavored varnish on rented DVDs. So while people are watching the movie, the heat of the DVD player will activate the thermal ink and flavored varnish. When the movie ended, the viewers will smell pizza and see a pizza advertisement on the DVD when they eject the disc.
Damn cool idea!

Except there are 2 little problems. Most people usually snack while watching movies. So they’ll most likely be too full to order a pizza after the movies. Besides who eats pizza after a movie? Everyone eat pizza while watching movies.
And who still rent DVDs nowadays? OK, maybe they still do in Brazil. But not for long.

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