The Cabela’s CLUB Visa had long been a lucrative asset, accounting for one-third of the retailer’s pretax profit. Naturally, numerous lenders were lining up to win the business. Having recently divested from GE, Synchrony lacked strong brand recognition—a significant disadvantage when competing against industry giants like Citigroup, Bank of America and Capital One. Compounding the issue, Synchrony’s credit metrics appeared less favorable compared to its competitors, as private-label store cards typically have more flexible credit requirements than traditional cards.

Our research revealed that Synchrony’s perceived liability—low brand recognition—could be reframed as its greatest strength with the right positioning. As the largest private label credit card issuer in the United States, with more than 80 years of experience, Synchrony has unmatched expertise promoting partner brands in the retail credit space. By emphasizing innovation and customer service, we demonstrated that Synchrony could deliver an unforgettable experience for both partners and cardholders alike. Leveraging the multifaceted meaning of “experience,” we created a campaign that seamlessly aligned the strengths of these two veritable brands.