GoKawiilMastercard shifts marketing focus to small businesses under new campaign
Mastercard's newly appointed marketing chief is reworking the company's longtime 'Priceless' branding into a global campaign centered on small businesses. The initiative comes as small firms grapple with rising energy costs tied to Middle East conflict, tariff-driven supply chain disruptions, and increasing labor expenses.
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After nearly three decades, retiring or overhauling a signature ad campaign signals Mastercard's belief that emotional branding must now align with tangible economic anxieties facing merchants. By spotlighting small businesses, Mastercard positions itself as an ally to a customer base of 36 million entities navigating cost pressures, potentially strengthening loyalty and card usage among that segment.
- Mastercard is revising its 'Priceless' campaign after almost 30 years.
- The new strategy targets America's 36 million small businesses.
- Rising energy costs, tariffs, and labor expenses are driving the shift.
Square Reader for contactless and chip — If you're one of the small business owners Mastercard is putting at the center of its new campaign, a compact card reader lets you take tap, chip, and mobile payments anywhere. It pairs with your phone or tablet, so you can sell at markets, pop-ups, or your own counter without a bulky terminal.
See Square Reader for contactless and chip on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: fastcompany.com, 2026-09-15
Published there as: “Mastercard is rethinking its iconic ‘Priceless’ campaign after nearly 30 years”
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