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Love is in the air this Valentine’s Day—literally—as Domino’s has unveiled a limited-edition perfume inspired by its signature Pepperoni Passion pizza. Named Eau de Passion, the unique fragrance is designed to entice pizza lovers with its spicy and smoky aroma.
A Scent Inspired by Pizza
Domino’s latest innovation captures the essence of its Pepperoni Passion pizza with notes of spice, pepper, and a warm woody base. The fragrance aims to add a playful twist to romantic celebrations, offering couples a new way to share their love for pizza.
To promote the launch, Domino’s released a steamy campaign featuring Married at First Sight UK star Luke Debono. In the promotional video, the former bodybuilder sprays himself with the bespoke pizza-shaped bottle while embarking on a quest for passion. Known for his charisma and signature one-liners, Debono adds a humorous yet alluring touch to the campaign.
How to Get the Exclusive Perfume
Unlike its pizzas, this fragrance won’t be available for direct purchase. Instead, Domino’s fans can enter a competition on the brand’s website between February 10 and 17 for a chance to win a 30 ml bottle of Eau de Passion.
Domino’s Track Record of Innovation
This is the first time Domino’s has ventured into the fragrance industry, but the brand is no stranger to unique experiments. In the past, the pizza giant introduced a heat suit for its delivery drivers and even tested a jetpack suit for pizza deliveries at Glastonbury Festival.
The launch of Eau de Passion coincides with a significant spike in Pepperoni Passion orders around Valentine’s Day. Domino’s reports a 50% surge in orders for this particular pizza every year on February 14, based on a five-year trend. The brand expects to serve over a million pizzas this Valentine’s Day alone.
Reflecting on the campaign, Luke Debono shared, “I’ve learned a lot about romance over the past year, and this is the perfect gift for passionate pizza-loving couples looking to spice things up this Valentine’s Day. What could be more attractive to a partner than a smoky, spicy scent that sparks passion?”
Sources By Agencies
