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 flavours, 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.
“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 colours of Mastercard’s iconic interlocking circles, the two original macaron flavours 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 flavours through Mastercard’s responses to the Papillae Questionnaire, which is used to translate one’s identity into the taste. The resulting Priceless macarons are a powerful duo that uses 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 colours onsite in Bryant Park and visit the Mastercard tent for the 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.