Mastercard launches custom macaron flavours as a part of its multi-sensory brand experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 24, 2019, 5:27 PM UTC

The macrons will be available for purchase on, and select locations in the US.

Financial services behemoth Mastercard has launched two custom flavoured macarons as a part of its multi-sensory brand expressions. This campaign is a part of the effort by the company to extend its positioning around enabling experiences and surprising customers with the unusualness of a credit card company launching cookies.

The launch follows recent re-branding efforts after it redesigned its logo and adding “sonic branding” to its identity. The company would be sponsoring unspecified “Priceless Surprises” and a special “sensory exhibition” to showcase the connection between art, culture and culinary.

The macaron campaign was conceived by Kreëmart and created by France-based Ladurée. It will also be available at The New York Times Food Festival, from 5th to 6th October.

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