In the 1980s, the Dijon mustard brand, Grey Poupon, featured a commercial with two Rolls Royce vehicles pulling alongside one another, with the passenger in one asks “Pardon me, would you have any Grey Poupon?” The other responds, “But of course!” The subsequent scene of the commercial displays the passenger passing along a jar of the mustard before driving off. What the commercial is trying to portray to its viewers is that Grey Poupon is a classy and sophisticated mustard, unlike any other on the market.
For the first time in 15 years, Grey Poupon has returned to mass market advertising by incorporating social media to communicate to its fans. A major part of the theme entitled “Spread Good Taste,” is a Facebook campaign that allows only “classy” people to like the brand’s Facebook page. With an algorithm in place to determine whether or not you make the cut, fans are asked to apply for membership to the page before being able to like the page. The algorithm will search and judge user’s profiles based on their proper use of grammar, art taste, restaurant check-ins, books read, and movie selections to name a few. If the algorithm detects poor taste in music or proper usage of grammar for instance, your membership may be rejected and you will be asked to refine your profile before you can apply again. Alongside Facebook, the Grey Poupon brand has taken to the social media site Pinterest, where they have posted boards that include recipes and other tasteful tips that help you enjoy life even further.
I think this is a fun and unique idea that Grey Poupon has come up with for its fans. Most of the time, companies seeks you out and ask for you to like their Facebook page. Grey Poupon has turned the tables around and asks you to apply first to ensure that you fit their refined demographic. An interactive platform such as the one Grey Poupon employs has the potential to engage Facebook fans and ultimately generate publicity with its unique advertisements.