PayPal launched its first-ever global brand campaign last week—“Powering the People Economy”—for television, print, digital and in-store channels aimed at encouraging consumers to think about how they use money.
Developed by Havas Worldwide, the brand campaign will feature television spots that will first appear in the U.S., U.K., Germany and Australia. The TV ads, along with digital and print ads, will appear throughout the summer and in the fall.
“Our goal was to give a contemporary, human and populist voice to a brand that does amazing things for everyday people,” Matt Weiss, the global chief marketing officer for Havas Worldwide, said. “Rather than describe simple benefits, we focused on the perspective of what does PayPal do for people as a whole – how the brand is challenging and changing the status quo. Powering The People Economy came as a natural extension of that thought.”
The new campaign will include a new brand identity and updated logo designed by fuseproject, featuring a modernized and mobile-oriented appearance.
“PayPal believes in a world that works for people, rather than the other way around,” PayPal Vice President of Global Brand Christina Smedley said. “Through our products, we are making life better in tangible, practical and magical ways and building a world that makes every day easier and simpler for everyone. The essence behind this new campaign puts people, not institutions, first.”