Submitted by Ask The Impossible

Domino's Eau De Passion

Influencer Marketing

Ask The Impossible formulated, designed and produced Eau De Passion, a limited edition Pepperoni Passion fragrance for Domino's, which the agency reports earned 111 pieces of coverage.

111pieces of coverage
111estimated global reach in views

Case in 60 seconds

Domino's sees demand for its Pepperoni Passion pizza rise every Valentine's Day, so the brief asked for a limited edition fragrance inspired by that pizza for pizza lovers across the nation.

The campaign appears to turn on an existing seasonal habit rather than a created one, because pizza already stands in for romance on Valentine's Day, which gives a fragrance parody a behaviour to sit on.

Eau De Passion bottles the Pepperoni Passion pizza as a wearable eau de toilette, treating Domino's most popular pizza as a fragrance house would treat a scent rather than as a menu item.

Ask The Impossible led creative direction, design, research and development and production, building an eau de toilette with spicy top notes, warm pepperiness and a base of wood and smoke. The limited edition batch was claimable from Domino's website for Valentine's Day in a bespoke triangular faceted bottle, and One Green Bean launched it with Married at First Sight UK star Luke Debono.

Ask The Impossible reports that Eau De Passion achieved 111 pieces of coverage, with an estimated reach of nearly 1 billion views globally, both figures attributed to the agency's own account of the work.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Pizza lovers across the nation, in the page's own words, approached around the Valentine's Day demand for the Pepperoni Passion pizza.
Valentine's Day carries an expectation of perfume and romance while Domino's already sees the occasion drive pizza orders, so the work reads as an attempt to hold both at once rather than choose between them.
Based on the available evidence, pizza brands enter Valentine's Day through menu promotions, so a fragrance gives Domino's something to enter the gifting conversation with that a deal on a pizza cannot.
Domino's functions as the source material rather than the sponsor, because the scent notes, the clean lines and the triangular facets all derive from its own pizza shapes and pepperoni placement.
The page attributes the idea to a recurring Valentine's Day rise in demand for Pepperoni Passion, which suggests the audience already treated that pizza as part of the occasion rather than needing persuasion.

Creative & Execution System

Assets & channels

  • Other

Partners

  • Ask The Impossible (lead_agency), One Green Bean (pr)

Participation mechanic

  • The limited edition batch was made available to claim from Domino's website for Valentine's Day, so taking part meant claiming a bottle rather than only watching the launch content.

Creator role

  • Luke Debono — creator

Results & Evidence

MetricValueResult type
pieces of coverageThe Eau De Passion campaign achieved 111 pieces of coverage , with an estimated reach of nearly 1 billion views globally .video_views
estimated global reach in viewsThe Eau De Passion campaign achieved 111 pieces of coverage , with an estimated reach of nearly 1 billion views globally .video_views

Why Ask The Impossible's strategy worked

  1. 1

    A brand that already owns a seasonal rise in demand can extend it by making a product for the occasion rather than advertising into it, because the occasion supplies the reason to look.

  2. 2

    Borrowing the codes of another category, here fragrance notes, bottle design and launch film conventions, gives a food brand a press story that a menu promotion cannot generate on its own.

  3. 3

    Casting talent whose public narrative matches the premise, here a reality television figure searching for passion, gives launch content a reason to exist beyond showing the product.

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