Chocolate or strawberry-flavoured discs are not new, but Domino's Pizza has pushed the concept a step further: a DVD that starts smelling of fresh pizza when it spins in the DVD player. Also, as the disc heats up, the basic label's movie title is gradually replaced with an image of a pizza.

The pizza chain has developed a disc stamped with thermal ink and a flavored varnish that will emit the odor. The special varnish was applied on some of the most popular films like Argo, Skyfall and the The Dark Knight.

There are no instructions to accompany the packaging. When customers open the plastic case, all they see is a DVD with no markings. It has a reflector side and a painted side so they cannot confuse which is the top of the DVD.

When the disc is removed from the player, the user sees the message: Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza.

The 'pizza' DVD was developed for the Brazilian market by domestic creative agency Artplan. The campaign runs in the cities of Rio de Janeiro and Sao Paulo where Domino's Pizza has partnered with 10 local video stores to promote pizza via DVD rentals.

For extra toppings, wait for the Blu-ray version, and the 3D BD version will surely include a drink ...

Story filed 14.06.13