Domino’s Pizza has launched Eau de Passion, a limited-edition pepperoni-pizza-inspired fragrance, just in time for Valentine’s Day 2025.
Available exclusively in the UK and Ireland from February 10–17, the unisex scent blends smoky pepperoni, melted cheese, and doughy undertones, targeting pizza enthusiasts eager to “wear” their cravings.
The campaign, leveraging a 50% annual spike in Pepperoni Passion pizza sales on Valentine’s Day, aims to merge culinary indulgence with olfactory romance—and maybe spark a few quirky date nights.
Crafted to mimic the aroma of Domino’s bestselling Pepperoni Passion pizza, Eau de Passion features a meaty top note, cheesy heart, and woody base, bottled in a triangular slice-shaped design.
The brand enlisted Married at First Sight UK star Luke Debono and perfume enthusiast Darren Conway to front the campaign, with Debono calling it “the perfect gift for couples craving extra spice.”
The activation, developed with agency One Green Bean, included a steamy promotional video and OOH ads teasing the fragrance as a tongue-in-cheek solution for singles seeking love. Fans could enter a competition via Domino’s website for a chance to win the 30ml bottle, positioning the perfume as a playful nod to the brand’s cult following.
Domino’s Head of Marketing Eoin Corrigan commented, “This isn’t to be sniffed at—we’ve bottled passion itself.” Meanwhile, Conway praised the scent’s “doughy, spicy” profile, joking that “the pizza isn’t bad either.”.
Though unconventional, the stunt aligns with Domino’s history of quirky campaigns, like its 2022 “Emergency Pizza” insurance program.
The Eau de Passion fragrance is exclusively available through a promotional giveaway and is not offered for retail sale.