Mastercard appears to want to make 2019 a study in the physical senses. In January, we reported on the financial services corporation’s decision to drop the name from its logo, giving consumers a different visual appreciation for the business. The next month, we analyzed its implementation of a sonic branding, and today, in what might be the most interesting of the three sensory affiliations that the company has conceived, we are addressing its belief that it should have a “brand flavor,” too, with custom macarons set to promote The First Taste of Priceless campaign.
https://twitter.com/Mastercard30/status/1176121166517268481?s=20
Kreëmart and Ladurée are the entities responsible for helping Mastercard to associate itself with the promotional macarons, which come in “passion” and “optimism” flavors and are shaped like the circles in Mastercard’s logo. The company has also been building its multi-sensory brand clout by working with global chefs to establish Priceless Tables, with its website noting that this has been going on for five years. Hot off the openings of its first permanent restaurant and flagship eatery, too, Mastercard is looking to sate sweet teeth through the initial New York Times Food Festival Oct. 5-6.
Macarons, not to be confused with macaroons, have long enjoyed favor in France and are gaining admiration in the U.S., too. Come next weekend’s New York Times celebration, “passion” and “optimism” are going to receive their due as Mastercard themes through custard apple and yuzu concoctions at the festival, and subsequently through www.priceless.com. Nothing is new about having a renowned location or locations serve as the main or lone giveaway destination for a unique product, but those with a craving for meringue and modernity who cannot make the October celebration (or who don’t feel like venturing to SoHo) to obtain the cookies will be able to sate their urges through additional pickup sites.
No matter where end-users flock to align themselves with the macarons concept or if they even take that much interest in the products, the move by Mastercard resounds as a prime example of the tireless conversations that businesses are having so as to be a commercial delicacy, if you will, among their audiences. In presenting ideas that this year have touched on consumers’ senses of sight, sound and taste, Mastercard is refusing to remain grounded in any belief that it’s a part of a dull sector.
The world of finance is never going to wane in significance, and Mastercard is showing that it wants to distinguish itself among its contemporaries through innovative branding moves. It will be interesting to see what the reactions are to the macarons and whether other credit card bigwigs will look to commence a promo that also relies on edible goodies. If they think the idea is too risky and the Mastercard concept takes off, perhaps the macarons issuer will have to tell them that that’s the way the cookie crumbles.
