Domino's Pizza is facing a lawsuit in Russia after its "Domino's Forever" promotion, which offered 100 years of free pizza for a tattoo of its logo, was cut short. The campaign, launched by Domino's Pizza stores in Russia in 2018, promised 100 free pizzas annually for a century to customers who displayed the company's logo on a visible body part.

The promotion quickly gained traction, attracting an unexpectedly enthusiastic response from Russian diners. While Domino's was not the first brand globally to run such an advertising campaign, the sheer volume of participants forced the chain to limit the prize to 350 individuals. The campaign concluded abruptly after just one week due to overwhelming registrations, with Mazentsev Mezentsev, a Moscow resident, among the 350 selected winners.

Dmitry Mezentsev tattooed the Domino's logo on his ankle to win 100 free pizzas. *Telegraph*

Mezentsev, however, enjoyed free pizza for only five years. In 2023, the Russia-Ukraine conflict erupted, causing supply disruptions and leading to the revocation of Domino's business license in the country. Domino's subsequently announced on Russia's VKontakte social network that the offer was no longer valid, stating the company would cover tattoo removal costs for affected customers.

Undeterred, Mezentsev sued the company. He demanded continued provision of 100 28cm pizzas annually until 2118 and compensation for "moral damages". "I'm tired of pizza," he told Moscow FM radio in 2023, "but the company still has to fulfill its obligations to customers. It's a matter of principle". Despite his stance, the Meshchansky District Court in Moscow rejected his lawsuit on 12/3.

The "Domino's Forever" competition was controversial from its inception. When first announced on Facebook in 2018, the company failed to specify a time limit or participant cap. This omission led hundreds to rush to get the logo tattooed, only for Domino's to later issue a statement a week later: "Dear friends, we already have 350 participants! We will not accept any more new tattoos!". Many enthusiastic fans who had already gotten tattoos criticized Domino's for not clearly communicating the contest's sudden end. Further disappointment arose over a year later when participants discovered the "pizza for life" deal was subject to taxes.

By Hai Thu (According to The Sun, Telegraph)