Visa USA Drops Ad Slogan of Two Decades, Opts for 'Life'

09 February 2006

   SAN FRANCISCO - The card colossus has axed its crystal-clear ad slogan of twenty years (It's everywhere you want to be) in favor of the cryptic Life takes Visa.
    According to cmo Susanne Lyons the company is eager to spread the word that it offers more than consumer credit cards. Its products also include debit, commercial and small business credit as well as "contactless" cards, which carry radio frequency identification chips.
    "We moved away from just being a consumer credit card long ago," says Lyons, "but brand hasn't kept up with that." The company hopes to reinforce that message with ads that cut "across all types of payments and constituents."