The Noid

The Noid

The Noid is a fictional character and advertising mascot created by the American fast-food chain Domino's Pizza. The character, known for his mischievous and disruptive behavior, was introduced in the 1980s as part of Domino's marketing campaign. The Noid's primary goal was to showcase Domino's commitment to delivering pizzas quickly and in good condition.

History and Creation

The Noid was created in 1986 by advertising agency Group 243, based in New York City. The agency was tasked with developing a character that would personify the challenges faced by pizza delivery drivers. The character was designed to represent the potential problems and obstacles that could prevent pizzas from being delivered on time.

Character Description

The Noid is depicted as a small, mischievous creature wearing a red skin-tight suit with rabbit-like ears and a large, round nose. He has a menacing grin on his face and is often shown holding a pizza or a pizza box. The character's appearance is deliberately bizarre and attention-grabbing, aimed at capturing the viewer's attention and making an impression.

Advertising Campaigns

Domino's Pizza launched a series of television commercials featuring the Noid as the main antagonist. The commercials depicted the Noid attempting to sabotage pizza deliveries, causing delays and mishaps. The character became known for his catchphrase, "Avoid the Noid," which encouraged customers to order from Domino's to avoid the delivery problems associated with other pizza providers.

Popularity and Cultural Impact

The Noid quickly gained popularity and became a recognizable figure in popular culture during the late 1980s. His distinctive appearance and mischievous persona made him memorable among consumers. The character's success led to various merchandise tie-ins, including video games, toys, and clothing.

Retirement and Revival

In the early 1990s, Domino's Pizza retired the Noid character from its advertising campaigns. The decision was prompted by an unfortunate incident where an individual with mental health issues held hostages in a Domino's restaurant, referencing the Noid as a motivation. Following this incident, Domino's decided to discontinue the use of the character to avoid any potential negative associations.

However, in 2011, Domino's briefly revived the Noid character for a limited promotional campaign. The revival aimed to evoke nostalgia among older customers while introducing the character to a new generation. The campaign featured a Facebook game and other online activities centered around the Noid.

Legacy and Influence

The Noid's impact on advertising and popular culture cannot be overstated. The character's successful marketing campaign helped establish Domino's Pizza as a prominent player in the fast-food industry. The Noid's catchy catchphrase and distinctive appearance have been referenced in various forms of media, including television shows, movies, and even other advertising campaigns.

Controversies and Parodies

While the Noid character was generally well-received and successful, it also faced its fair share of controversies and parodies.

Controversies

Despite being an advertising mascot, the Noid inadvertently became associated with a tragic incident in 1989. A mentally unstable man named Kenneth Lamar Noid believed that the character was a personal attack on him and held two Domino's Pizza employees hostage in Atlanta, Georgia. The incident received significant media attention and led to concerns about the potential impact of advertising on individuals with mental health issues.

Domino's Pizza, out of respect for the victims and to avoid any further negative associations, decided to retire the Noid character shortly after the incident. The company expressed deep regret and ensured that the Noid would no longer be used in its marketing campaigns.

Parodies and References

The Noid's popularity also led to numerous parodies and references in popular culture. The character has been parodied in television shows, films, and video games, often as a symbol of annoying or disruptive behavior. Additionally, the Noid has been referenced in comedy sketches, memes, and online forums, becoming a cultural touchstone for internet humor.

In the animated television series "The Simpsons," the character of "The Itchy & Scratchy Show" features a recurring antagonist called "The Noid" who wreaks havoc on the show's main characters. This parody serves as a testament to the Noid's impact on popular culture.

Legacy and Revival

Despite its retirement, the Noid character has remained a significant part of advertising history. The Noid's initial success and subsequent controversies have made it a case study in marketing and brand management.

While the Noid has not been utilized in recent advertising campaigns, Domino's Pizza continues to be a prominent player in the fast-food industry. The company's focus has shifted towards innovative delivery methods, such as drones and self-driving vehicles, to ensure pizzas arrive on time and in good condition.

See Also

Domino's Pizza Advertising mascots Fast-food marketing