Why Discover is using Jennifer Coolidge to build brand service awareness

At a time when many companies are cutting back on customer perks such as loyalty rewards, Discover wants consumers to know that it has offerings for everyone. A new campaign called “Especially for Everyone” marks the first time the Riverwoods, Illinois-based credit card company is working with actress Jennifer Coolidge. In a 30-second spot, Coolidge talks to a diner employee about how special she feels because Discover gives her cash-back returns on debit card purchases in addition to credit card buys. Coolidge is dismayed to learn that such cash-back bonuses are for all Discover customers, and not just a special service for her. The campaign insight was born from hearing real customers remark on how refreshing it is that Discover treats them all equally, said Jennifer Murillo, chief marketing officer. “The consistent theme is the way we treat them makes them feel special and it’s something we took note of especially these days when a lot of other companies reserve their best treatment for just a select few customers,” she said, noting that many financial companies offer different customer service phone numbers and other rewards for different levels of consumers. Check out the latest Ad Age events and award programs While the campaign is called “Especially for Everyone,” Discover will still deploy its “It pays to Discover” tagline. The push will air on linear TV and streaming, social media and radio. Coolidge is expected to appear in more Discover marketing content in the coming weeks. The new campaign is the first new brand work from Discover’s lead creative agency, TBWA\Chiat\Day LA since 2021, when the credit card brand first began working with the agency. Discover hired TBWA following a brief 15-month relationship with Grey New York. Prior to that, Discover had worked with the Martin Agency—the agency behind its two 2020 Super Bowl spots—for 13 years. Mindshare handles media duties. In August, Discover’s CEO Roger Hochschild resigned amid an Federal Deposit Insurance Corporation probe, following five years of leadership at the company. His exit was tied to compliance-related issues including a $365 million mistake of overcharging merchants. Interim CEO John Owen has not made any changes to the marketing department, Murillo said. Coolidge, on the heels of her successful “The White Lotus” performance, has been making the marketing rounds. She appeared in a regional Super Bowl ad for e.l.f. Beauty earlier this year, and followed that up with the creation of her own lip product kit with the cosmetics brand last month. The actress also appeared in Uber Eats’ 2022 Super Bowl commercial. Ad Age Marketer’s Brief podcast Listen here or subscribe via Apple, Spotify, Amazon Music or Audible Click here

Why Discover is using Jennifer Coolidge to build brand service awareness

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