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Visa Launches First New Brand Campaign Since 1980s

by Peter Andrew
Visa Launches First New Brand Campaign Since 1980s

Is Visa still “everywhere you want to be”? Maybe, but you won’t hear Visa saying so anymore, as the long-running slogan has been shelved to make way for a new branding effort: “Life Takes Visa”. The new slogan will be rolled out beginning February 10 via TV commercials aired during coverage of the Winter Olympics in Turin, Italy.

The spots will feature U.S. Olympic athletes including Michelle Kwan, Bode Miller, Emily Cook, and Johnny Spillane. Visa will enjoy advertising exclusivity in the credit card sector during all of the Olympic coverage. Visa dumped its old brand slogan (and its old advertising agency) in an effort to position the organization as not just a credit card company, but a leader in electronic payments of all types.

Debit cards have been increasing in consumer usage, and new technologies offering transactions without the traditional card swipe and signature are beginning to change the card landscape.

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