At The New York Times Food Festival, Mastercard created two original macaron flavors to help people discover the 'Taste of Priceless.' The bright macarons—Passion and Optimism—boast the colors and the natural shape of the Mastercard logo, and invite consumers to interact with the credit card brand through a multi-sensory experience.
The delicate Ladurée macarons were developed by Kreëmart using the Papillae Questionnaire, which translates identity into taste. While the Passion macaron shares the flavor of custard apple, the Optimism macaron tastes of bright and citrusy yuzu.
Recently, Mastercard opened the doors to its immersive flagship restaurant in NYC called Priceless, which is only open to Mastercard cardholders. Over the last few years, Mastercard has been diving into more and more multi-sensory experiences, especially through food.
What Makes This Trend Stand Out
- Multi-sensory Brand Experiences
- The success of Mastercard's 'Taste of Priceless' indicates the potential of multi-sensory brand experiences to engage consumers in unique and memorable ways.
- Identity-based Food Development
- The development of Ladurée macarons using the Papillae Questionnaire demonstrates the potential for identity-based food development to create unique flavors and experiences for consumers.
- Exclusive Cardholder Perks
- Mastercard's flagship Priceless restaurant, exclusively available to cardholders, highlights the potential of exclusive perks and experiences for increasing consumer loyalty and engagement.
Sectors Adopting This
- Credit Card Services
- Credit card companies could explore innovative ways to engage consumers through multi-sensory experiences and exclusive perks.
- Food and Beverage
- The use of identity-based food development could be applied in the food and beverage industry to create unique and personalized flavors for customers.
- Hospitality
- The concept of exclusive perks and experiences for loyalty members could be applied in the hospitality industry to enhance customer relationships and increase customer retention.
