Custard apple and yuzu: Why Mastercard is adding taste to its brand experience

Have you ever thought about what a brand might taste like? And not a food or drink brand like KitKat or Coca-Cola or McDonald’s, but a financial services brand?
That’s the question that Mastercard is now answering with the launch of its brand taste. Positioned as the ‘taste of Priceless’ (its brand platform), it takes the form of two macarons – one in red and one yellow – that aim to portray the key attributes of the company’s personality, as well as har