MasterCard and Unilever replace Captcha words with brand messages

MasterCard and Unilever are running activity that replaces the distorted words and numbers used in 'Captcha' authentication systems with a logo and a brand message.

Response tests: the standard Captcha system faces challenge from Solve Media's Type-In technology
Response tests: the standard Captcha system faces challenge from Solve Media's Type-In technology

MaterCard is replacing the traditional Captcha with brand messages including "MasterCard Anywhere" on more than 6,000 sites including, while Unilever is pushing a "lasts just as long" message for its compressed Dove, Sure and Vaseline deodorant cans on websites owned by Bauer Media and AOL.

The brands are only required to pay for messages that have been read and typed correctly, with the Type-In technology provider Solve Media claiming engagement rates often exceed 40%.

Unilever’s campaign has resulted in an awareness lift of 151% and a click-through rate of 3.62%, according to Solve Media.

Richard Brooke, senior communications and buying manager at Unilever UK and Ireland, said: "For Unilever, it’s important to stay at the forefront of the advertising eco-system, particularly in the digital sphere.

"Type-Ins offer a new and innovative way of presenting our brands to our consumers, giving them a call to action with an engaging message and it has proved very successful."

Some 300 million Captcha response tests occur online each day and take the average consumer 14 seconds to crack, while Type-Ins take seven seconds on average, according to Solve Media. 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published