WASHINGTON: The US Treasury, Burson-Marsteller, and a global team of marketing pros are gearing up for one of the largest and most expansive product rollouts in US history, the introduction of the new $20 bill.
The Bureau of Engraving and Printing (BEP) has invested $55 million over a five-year period to ensure a smooth introduction of the second US currency redesign in a decade. Primary concerns include educating Americans about the bill's new anti-counterfeiting features and reassuring foreign countries, where much of American currency now circulates, that their old dollars will not be devalued.
The new bill, featuring state-of-the-art security features, and for the first time in 100 years, color, will be introduced into circulation on October 9. Other denominations will be unveiled over the next two years.
Thirty simultaneous media events will take place across the country on October 9 as Burson pursues an ambitious goal of 85% awareness among the US public within the first 60 days. The tagline for the campaign is, "The New Color of Money. Safer. Smarter. More Secure."
Educational pamphlets, CD-ROMs, and videos have been distributed to the top 8,000
US retailers and financial institutions in recent months to familiarize the nation's cash handlers with the new security features. Point-of-sale materials such as tent cards, posters,
and brochures outlining the features are now being distributed as well.
Pepperidge Farm will soon debut its Goldfish crackers in new colors to match the currency, and some US banks will similarly color their ATM receipts, which will include information about the new bills. Wal-Mart is producing a PSA to air on its in-store network.
Pepsi is featuring the revised $20 in its current "Pepsi Play for a Billion" sweepstakes, and both Wheel of Fortune and Who Wants to be a Millionaire are incorporating the bills into new shows.