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

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.

@lisalacy lisa.lacy@adweek.com Lisa Lacy is Adweek's Commerce Editor.