Mastercard Introduces the First Taste of Priceless
September 23 2019 - 9:01AM
Business Wire
Two Original Macaron Flavors - Passion
and Optimism - Come to Life at The New York Times Food Festival as
Mastercard Unveils the Latest Expression of its Multisensory
Brand
What does Priceless taste like? In conjunction with the
inaugural New York Times Food Festival on October 5–6, 2019,
presenting sponsor Mastercard introduces two bespoke macaron
flavors, Passion and Optimism, in the latest manifestation of its
multisensory brand expression. Arriving on the heels of the launch
of its first flagship restaurant, PRICELESS, in New York City, it
is a sweet extension of Mastercard’s long history of catering to
consumers’ culinary passions.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20190923005403/en/
Mastercard introduces the first Taste of
Priceless - two original macaron flavors, Passion and Optimism
(Photo: Business Wire)
“People expect a lot, but sometimes what they don’t expect can
make a more lasting impression,” said Raja Rajamannar, chief
marketing and communications officer, Mastercard. “With this first
taste of Priceless, we are pushing our brand into uncharted
territory and building on our expertise in creating the most
extraordinary and delightful culinary experiences that you can get
exclusively with Mastercard.”
Conceived by Kreëmart, and crafted by Ladurée in the colors of
Mastercard’s iconic interlocking circles, the two original macaron
flavors perfectly embody the key attributes of the company’s brand
personality as well as its symbol. Passion represents the company’s
energy and commitment to helping people get closer to the things
that they love. And Optimism signifies its confidence and efforts
to making the world a better place. Together, they champion the
brand’s platform to Start Something Priceless.
Kreëmart conceptualized the flavors through Mastercard’s
responses to the Papillae Questionnaire, which is used to translate
one’s identity into taste. The resulting Priceless macarons are a
powerful duo that use the fruits of custard apple and yuzu,
respectively, as the raw ingredients for Passion and Optimism.
This flavorful brand expression is the latest evolution in
Mastercard’s multisensory identity and its efforts to create
tangible “Priceless” experiences for its cardholders. Earlier this
year, Mastercard removed its name from its logo, leaving only the
iconic symbol of two overlapping circles; debuted a global sonic
identity that’s being heard around the world; and reimagined its
culinary strategy by opening its first permanent restaurant, Bistro
by Mastercard in the Rome International Airport, and its flagship
restaurant, PRICELESS, with a pioneering, fully immersive
restaurants-in-residence model at Spring Studios in New York
City.
Mastercard has long indulged the palates of passionate foodies
by creating hundreds of one-of-a-kind dining experiences around the
globe. Over the past five years, Mastercard has partnered with some
of the most pre-eminent global chefs to set hundreds of “Priceless
Tables” in landmark locations worldwide including on top of a
billboard in Times Square and inside the American Museum of Natural
History in New York City; at Christ the Redeemer in Rio de Janeiro;
and atop Palazzo Beltrami overlooking the Duomo in Milan.
Where to find the Taste of Priceless
Just as you would see the Mastercard symbol and hear the sound
of its brand across campaigns and activations around the world,
Mastercard’s custom macarons will over time become a natural
extension of its core identity—a signature sweet treat delivered
across its major sponsorships and special events for consumers and
customers, and internally baked into the core of its culture.
Available first in New York City, Mastercard cardholders will
soon be able to purchase the custom macarons on priceless.com with
pickup available from Ladurée’s SoHo location. Additional pickup
locations in the U.S. and internationally are slated for Q4
2019.
Passion and Optimism at The New York Times Food
Festival
At The New York Times Food Festival on October 5-6, Mastercard
will feature the taste of Priceless in an immersive experience.
Festivalgoers are invited to look for Mastercard’s signature red
and yellow colors onsite in Bryant Park and visit the Mastercard
tent for a first taste of Passion and Optimism; Mastercard holders
will also be treated to additional “Priceless Surprises.”
Special Three-Day Multi-Sensory Exhibition at Spring
Studios
To celebrate the launch of its bespoke macarons, Mastercard has
also commissioned a special sensory exhibition at the intersection
of art, culture and culinary, called the “Taste of Priceless.”
Running from October 4-6 at Spring Studios (50 Varick Street, New
York City), the unique showing brings together new and existing
works by artists Monika Bravo, Daniel Lismore, Marilyn Minter, and
Jennifer Rubell, taking guests on an artist-led journey of identity
through taste, and culminating in a tasting of Passion and
Optimism. Guaranteed session times are available at priceless.com
for $10.00 with all proceeds benefitting the World Food Programme
USA’s School Meals initiative.
About Mastercard
Mastercard (NYSE: MA), www.mastercard.com, is a technology
company in the global payments industry. Our global payments
processing network connects consumers, financial institutions,
merchants, governments and businesses in more than 210 countries
and territories. Mastercard products and solutions make everyday
commerce activities – such as shopping, traveling, running a
business and managing finances – easier, more secure and more
efficient for everyone. Follow us on Twitter @MastercardNews, join
the discussion on the Beyond the Transaction Blog and subscribe for
the latest news on the Engagement Bureau.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20190923005403/en/
Mastercard Communications Contact: Jennifer Stalzer
jennifer.stalzer@mastercard.com 914.249.5325
MasterCard (NYSE:MA)
Historical Stock Chart
From Mar 2024 to Apr 2024
MasterCard (NYSE:MA)
Historical Stock Chart
From Apr 2023 to Apr 2024