Pricenomics.com explains the demise of Domino’s 1980’s mascot.
In 1960, Tom and James Monaghan borrowed $900 and bought a small, ailing pizza shop on the fringes of the Eastern Michigan State campus. Early on, business was horrible and James sold his half of the company to his brother for a used Volkswagen Beetle. Tom persisted and, by 1978, had expanded Domino’s Pizza into a 200-store enterprise worth $500 million.
During this period of rapid growth, Domino’s Pizza set an industry precedent that would prove critical to their success: they guaranteed that if a customer didn’t receive his pizza within 30 minutes of placing the order, it’d be free. Domino’s executives hired an external marketing firm, Group 243, to promote this new promise. The result? The “Noid.”
A troll-like creature, the Noid was outfitted in a skin-tight red onesie with rabbit-like ears and buck-teeth. Will Vinton, whose studio animated the creature, described it as a “physical manifestation of all the challenges inherent in getting a pizza delivered in 30 minutes or less.” Its name, a play on “annoyed,” was an indication of its nature: many considered the Noid to be one of the most obnoxious mascots of all time. Throughout the late 80s, Domino’s ran a series of commercials in which the Noid set about attempting to make life an utter hell for pizza consumers.