Mastercard is rethinking its iconic ‘Priceless’ campaign after nearly 30 years
Mastercard’s new marketing push aims to give America’s 36 million small businesses a morale boost as they face pressures ranging from increased energy prices triggered by war in the Middle East, tariffs that have upended supply chains, and higher labor and operating costs. On Tuesday, the credit card company debuted its new campaign platform, called “Dreams,” which will run across linear and…
Mastercard has decided to reevaluate its long-running "Priceless" advertising campaign, which has been a staple for nearly three decades. The credit card company has unveiled a new campaign called "Dreams," aimed at supporting America's 36 million small businesses as they navigate various challenges, including higher energy prices, supply chain disruptions, and increased labor and operating costs.
"Dreams" will be featured across various media platforms in the lead-up to the New York City marathon. The campaign highlights two Brooklyn-based enterprises: The Meat Hook, a butcher shop, and Noble Signs, a design studio. Jill Kramer, Mastercard's chief marketing and communications officer, emphasized that the campaign aims to showcase the determination and resilience of these small businesses, rather than simply celebrating their success.
The "Priceless" slogan, which debuted in 1997, has gained significant cultural relevance and even inspired parodies on television shows like Saturday Night Live and The Simpsons. Kramer, who joined Mastercard last December, aims to preserve the campaign's heritage while exploring new angles. She acknowledges that advertising within the financial services industry often falls into a pattern of repetition and seeks to break free from this "sea of sameness."
Mastercard's "Dreams" campaign is particularly pertinent for small businesses, which employ a substantial portion of the American workforce and contribute significantly to the nation's GDP. However, these businesses face mounting pressures, such as rising costs from tariffs and labor expenses, compounded by the ongoing labor market tightness and concerns over the impact of artificial intelligence on job availability.
To assist local businesses, Mastercard is sharing data through a digital guide called "Race Ready," which reveals that businesses near the New York City marathon site can experience a 22% increase in spending during peak hours. This information can help small businesses optimize their inventory and staffing to capitalize on the sales surge.
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