In the latest manifestation of its multisensory brand expression, Mastercard has introduced the Taste of Priceless to the UAE: two original macaron flavors which embody the key attributes of the company’s brand personality as well as its symbol. The launch was announced at an exclusive gala dinner on the stage of the renowned La Perle show in the heart of Dubai at Al Habtoor City, where Raja Rajamannar, Mastercard's global Chief Marketing and Communications Officer, unveiled the flavors as the latest milestone in the brand’s ongoing evolution.
The flagship event brought together industry leaders, entrepreneurs, influencers and artists who share a passion for food and innovation to introduce the sweet extension of Mastercard’s long history of catering to consumers’ culinary passions.
“Mastercard has undergone a complete brand transformation over the past few years, and 2019 has been full of Priceless surprises. With the launch of the Taste of Priceless in the UAE, we are revealing the next phase of our multi-sensory brand experience and building on our culinary efforts to create extraordinary food experiences consumers can only get with Mastercard,” said Beatrice Cornacchia, Senior Vice President, Marketing and Communications, MEA at Mastercard.
She added: “As consumers needs and consumption behaviors change, it is imperative for iconic brands like Mastercard to continuously re-invent their approach to marketing to engage consumers.”
The two original macaron flavors were conceived by Kreëmart and crafted by Ladurée. Passion represents the company’s energy and commitment to helping people get closer to the things that they love, while Optimism signifies its confidence and efforts to making the world a better place. Together, they champion the brand’s platform to Start Something Priceless.
The two flavors were conceptualized 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.
Earlier this year, Mastercard removed its name from its logo, leaving only the iconic symbol of two overlapping circles, and debuted a global sonic identity enhanced with local market iterations that’s being heard around the world.