American Express urges consumers to 'Take Charge'
American Express launched a major advertising campaign on Tuesday, urging card users to “Take Charge.” American Express is reminding consumers to practice fiscal responsibility with the charge card since it requires the balance to be paid in full each month, a system designed to keep consumers from spending beyond their means.
The campaign launched full-page advertisements in many national newspapers. The ads feature a wallet with a sad face. When the page is turned upside down, the frown turns into a smile. This is the first major ad campaign for American Express’ basic charge card since 2002. Beginning this weekend, the campaign will feature TV ads during the U.S. Open.
American Express is seeking to revitalize interest in its charge card - a response to the first wave of new credit card legislation requiring new notification rules and a drop in consumer spending during the struggling economy.
“Coming out of these tough economic times, we need to refocus on our customers and give them a sense of greater control,” Deborah Curtis, vice president of global advertising at American Express said.
