The Mastercard Priceless Range Explores Multisensory Marketing
Laura McQuarrie — October 14, 2021 — Fashion
References: cosmeticsbusiness
The Mastercard Priceless advertising campaign has been going strong since the 90s and now the credit card company is exploring a multisensory marketing strategy as a new way to connect with consumers. Mastercard launched two Priceless bottles in red and yellow colors that tap into the senses of passion and optimism by using precious ingredients. While Priceless Passion features rose centifolia cultivated in Grasse and rose absolute from Morocco, Priceless Optimism shares notes of grounding vetiver, Sicilian orange, grapefruit, mandarin and rhubarb.
Both of these perfume products are set to be available early next year and they tie in with the brand's ongoing campaign, which expresses "There are some things money can't buy; for everything else, there's Mastercard." Through scent, the company aims to share uplifting, immersive and unforgettable experiences.
Both of these perfume products are set to be available early next year and they tie in with the brand's ongoing campaign, which expresses "There are some things money can't buy; for everything else, there's Mastercard." Through scent, the company aims to share uplifting, immersive and unforgettable experiences.
Trend Themes
1. Multisensory Marketing - There is an opportunity for companies to create immersive and unforgettable experiences for their customers by exploring multisensory marketing strategies.
2. Precious Ingredient Use in Products - Incorporating rare and exotic ingredients in products can add perceived value and increase consumer interest.
3. Credit Card-inspired Products - The success of Mastercard's Priceless advertising campaign shows that there is potential for other credit card companies to create their own line of branded products.
Industry Implications
1. Fragrance Industry - Fragrance companies could explore using rare and exotic ingredients in their products to differentiate and add value in the market.
2. Credit Card Industry - Other credit card companies could create their own line of branded products to increase brand awareness and customer loyalty.
3. Marketing Industry - Marketing agencies could specialize in creating multisensory experiences for their clients to set them apart in the market.
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