Mascot Brand Identity Brand Strategy

Domino’s resurrects 80s mascot The Noid for TikTok dance challenge


By John Glenday, Reporter

June 15, 2021 | 3 min read

Domino’s Pizza is inviting TikTok users to get their 80s groove on by resurrecting its forgotten spandex mascot for an unruly dance challenge.


The Noid returns to cause more mayhem decades after his first appearance

The Noid returns as brand villain for the first time in decades on a mission of mayhem, as anger issues combined with a pizza crusher conspire to ruin pizzas up and down the land.

Re-emerging on TikTok, the unlikely masked mascot fronts an impromptu dance challenge to the tune of Pat Benatar’s Hit Me With Your Best Shot, but the past three decades of isolation have not dulled The Noid’s rage – to comedic effect.

The highly-strung anti-hero is shown trying to keep in step with the music using two left feet, only to become increasingly frustrated by his clumsy attempts before finally crashing through the floor.

Viewers are invited to participate in a dance duet to ‘avoid the Noid’, as well as any unfortunate encounters with the pizza crusher.

The Noid first troubled Domino’s back in 1986 and has remained stuck in the memories of franchise fans ever since, with appearances in snippets and Easter eggs over intervening decades.

Relaunched in spring 2021 by Work in Progress, The Noid is now back with a vengeance, making up for lost time with an irresistible combination of dance, music and pizza.


We ##AvoidTheNoid all the time, but can you? ##HitMeWithYourBestDuet to show how YOU would Avoid the Noid. ##HitMeWithYourBestShot ##duet ##fyp

♬ original sound - Domino’s Pizza

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Domino’s is an American pizza restaurant chain founded in 1960. 

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