Magazine article Marketing

ADWATCH: Mint Insists It Would Be Ludicrous Not to Sign Up for Card

Magazine article Marketing

ADWATCH: Mint Insists It Would Be Ludicrous Not to Sign Up for Card

Article excerpt

RBS claims its credit card provides the best all-round value to win over pragmatic borrowers, writes Gail Kemp.

Advertising for the Mint credit card has lived up to the promise of its name by freshening up January's ad breaks. The brand's debut ads achieved 53% awareness - placing it joint tenth in the Adwatch table.

The two 40-second executions by Clemmow Hornby Inge have been running since January 1.

Royal Bank of Scotland's latest direct finance brand replaces RBS Advanta. Although Mint also offers personal loans, its initial work, including a direct response campaign through DraftWorldwide, focuses solely on the credit card.

The brand, with its connotations of 'mint condition' and 'minted', sets out to provide cardholders with the strongest all-round value on the market.

CHI, which helped develop the brand name, devised an advertising strategy of people needing an extraordinary reason not to want a Mint card.

Each 'Get Mint, Get More' ad features a ludicrous story relating to the card's shape and name. One focuses on the card's curved bottom-right corner, which reminds a woman of a former boyfriend with a huge, similarly shaped nose who caused havoc at dinner with her parents by sneezing vigorously and blowing them to the other side of the restaurant. …

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