Thanks to increased competition in the past few years, eBay is working on refreshing the image of its PayPal online money transferring service.
PayPal has been refreshed with a new logo that was simplified to look better on mobile devices, where much growth is happening. The new marking push will include the first TV commercials in the U.S. market that PayPal has ever aired.
People familiar with the plans say that the marketing push will run through the summer and into the fall of 2014.
Part of the reason for the marketing push despite how well known PayPal has become is to shift focus towards mobile devices. PayPal is perhaps a victim of its own success as an online payment processor with some people thinking it only works online.
"Connection is a motivating principle behind the redesign — connection to money, to people and between people," said Christina Smedley, Vice President, Global Brand, PayPal. "It was important to evoke connection that was human and approachable, not too technical."
This is the largest marketing campaign ever planned for PayPal. PayPal is one of the most important parts of eBay as it accounts for much of the company's profits and growth.
"Our research showed that people needed to be reminded of some of the core benefits that we have and this felt like a way we could bring it together," Smedley added.