Branding

Inside the Noid's Dark Past—and Why Domino's Brought Him Back Anyway

Characters are powerful; memories are not

Domino's Noid mascot has some real-life baggage.Domino's
By Lisa Lacy

April 30, 2021

From 1986 to 1995, Domino’s had a mascot called the Noid, a not entirely human character with buck teeth in a red bunny suit whose sole aim was to disrupt pizza delivery back when 30 minutes or less was state of the art.

Lisa Lacy

Lisa Lacy is Adweek's Commerce Editor.

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