Priceless (advertising campaign): Difference between revisions

'''''Priceless''''' is an [[advertising campaign]] by [[Mastercard]] that started in 1997 and makes use of the slogan "'''There are some things money can't buy; for everything else, there's Mastercard'''".<ref>{{Citation|last=Goldman|first=M. Corey|title=Jim Cramer: Mastercard Is One Thing Money Can Buy|url=https://www.thestreet.com/video/jim-cramer-mastercard-is-one-thing-money-can-buy-15168524|work=[[TheStreet]]|language=en-us|access-date=2021-05-17}}</ref><ref>{{Cite web|date=2019-09-19|title=How Mastercard's 'Priceless' campaign became part of the brand DNA|url=https://www.marketingweek.com/mastercard-priceless-campaign/|url-status=live|access-date=2021-05-17|website=[[Marketing Week]]|language=en}}</ref><ref>{{Cite book|last=Carter|first=David M.|url=https://www.worldcat.org/oclc/55642400|title=On the ball : what you can learn about business from America's sports business leaders|date=2003|publisher=Prentice Hall PTR|others=Darren Rovell|isbn=0-13-148043-X|location=Upper Saddle River, NJ|pages=48|oclc=55642400}}</ref><ref>{{Cite book|last=Young|first=Laurie|url=https://www.worldcat.org/oclc/756496460|title=The marketer's handbook : reassessing marketing techniques for modern business|date=2011|publisher=Wiley|isbn=978-1-119-20660-6|location=Chichester, West Sussex, U.K|oclc=756496460}}</ref> It has provided Mastercard with a constant and recognizable message.<ref>{{Cite journal|title=MasterCard and Major League Baseball: Metrics for Evaluating a Most “Memorable”"Memorable" Promotion|url=https://www.sport.uni-mainz.de/Preuss/Download%20public/110510_Sem_SoSe11_Seguin_Most_Memorable.pdf|journal=Sport Marketing Quarterly|via=[[University of Mainz]]}}</ref>

In 1994, Argentinian born Edgardo Apesteguía created an ad campaign in Paraguay for Bancard's credit card. Its slogan was "There are things money can't buy, but, for everything else, there is Bancard".<ref>{{cite web|url=http://addmx.com/hay-cosas-que-mastercard-si-puede-comprar-una-historia-de-plagio/ |title=ArchivedHay copycosas que MasterCard sí puede comprar - Una historia de Plagio &#124; ADD &#124; Asociación de Diseñadores Desvelados |access-date=July 30, 2014 |url-status=dead |archive-url=https://web.archive.org/web/20140810150854/http://addmx.com/hay-cosas-que-mastercard-si-puede-comprar-una-historia-de-plagio/ |archive-date=August 10, 2014 }} addmz.com.</ref> Plagiarism lawsuits were filed in Paraguay and Chile against Mastercard and their publicist McCann, who registered the "priceless" slogan ads in the US in 1999 and was represented in Paraguay by Nafta and Biedermann publicists at the time.