American Express has introduced the Amex EveryDay Credit Card, calling it "a new no annual fee credit card that puts a twist on the traditional rewards program." The EveryDay Card will be available by April 2, 2014. The card has no annual fee, includes EMV smart chip technology and a rewards program incentive for both encouraging more frequent use of the card (20% kicker to rewards when used 20 times or more per month as well as double rewards when used for purchases at supermarkets.
Our goal is to be a more inclusive and welcoming brand by building new products for different lifestyles and spending needs, backed by the service and quality that has made American Express so successful,” said Josh Silverman, president, Consumer Products & Services, American Express.
“The average American uses their credit or debit card twice a day, and shops most within 20 minutes of their home,” added Silverman. “So we designed a card that doesn’t require you to change your daily ritual – but rewards you for where you already shop.”
American Express says that the new Amex EveryDay Credit Card was "designed with the multi-tasker in mind, like busy moms juggling family, work and their personal lives. The Card rewards Card Members at the places they already shop, and includes access to the retail protection, security and service expected from American Express."
Amex is using Tina Fey in its TV and print advertising along with photographs shot by photographer Annie Leibovitz.