There are some things money can't buy. For everything else, there's MasterCard

This week’s “Pure Slogan of the Week” is MasterCard’s “There are some things money can't buy. For everything else, there's MasterCard”. Most will associate it with their famous and often hilarious accompanying “Priceless” campaign.

MasterCard is one of the biggest credit card brands across the globe. Since 1997, they have produced their award winning “Priceless” campaigns. To date, it has been re-produced in over 98 countries and in 46 languages. It’s one of the most recognisable marketing campaigns in the world, and one of our favourites.

The campaign came about when MasterCard began working with McCann London in the 1990's. Market research showed that there was a shift away from a value system regarding social status and wealth as the key to happiness. To capitalise on this, McCann’s main purpose was to show that people “lead rich lives, not live richly“.

The result was the “Priceless” ads, showcasing a great combination of humour and heart-warming moments appealing to the consumer on a personal and approachable level. We love it because this clever creative adds trust and an endearing appeal to an industry giant that people would not usually associate these characteristics with.

It’s a perfect example of what great marketing can do for a brand.

"There are some things advertising can't buy. For everything else, there's Pure Media."

#Priceless #MasterCard #PureMedia