Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Discover Card campaign is all about little indulgences

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Cash is something everyone's looking for more of nowadays. So it makes smart business sense for Riverwoods, IL.-based Discover Card to push the point that it offers cash back on every purchase. And that's exactly what Discover and ad agency the Martin Group in Richmond, Va., are doing in new TV and print executions debuting his week. The commercials aren't, however, telling consumers to stash the cash they get back for a really rainy day. Rather the commercials suggest those getting cash back should opt for some little indulgences, like a new pair of shoes, a ride on carnival bumper cars or an enjoyable meal out at restaurant.

While it might not be prudent for anyone to spend lavishly at this moment in time, we all know it's imperative to get the economy going again -- something that won't happen very quickly unless people permit themselves to enjoy at least a few of life's little pleasures. So while pointing up a virtue of owning the card, Discover is doing something with this campaign that might help the economy get back on track.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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This page contains a single entry by Lewis Lazare published on August 27, 2009 1:49 PM.

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