Grey Poupon : Society of Good Taste

Find out if you cut the mustard.

Published On
Sep 12, 2012

Editor's Pick

Usually, brands want as many fans as they can get on Facebook. But Grey Poupon mustard is trying to mark itself out as exclusive. Through agency Crispin Porter + Bogusky, the Kraft-owned condiment is launching a Facebook campaign in which only fans who are identified as having "good taste" can "like" it on the social network.

Fans of the brand are asked to apply for membership to the "Society of Good Taste" on the Grey Poupon Facebook page, where an algorithm will determine whether or not they "cut the mustard". The algorithm searches and judges users' profiles based on their proper use of grammar, art taste, check ins, book and movie selections, and so forth, and gives them a percentile score based on their refinement. However, if the algorithm detects poor taste in music or TXT speak, for example, they could be rejected. Those who do not qualify will have their "like" deleted, and be asked to refine their profile before trying again.

The idea is a fresh take on Grey Poupons "refined" positioning of the past, like the memorable "Pardon Me" spot from 1988 featuring two wealthy gents exchanging the spread while in passing cars.

Grey Poupon has also launched a new website entirely on Pinterest, with boards including recipes and tips on refined living.

Credits

Date
Sep 12, 2012
Brand:
Grey Poupon
Client:
Grey Poupon
Agency:
Crispin Porter & Bogusky
Worldwide Chief Creative Officer:
Rob Reilly
Executive Creative Director:
Tom Markham
Executive Creative Director:
Jason Gaboriau
Creative Director:
Robin Fitzgerald
Creative Director:
Cameron Harris
Associate Creative Director:
Alexandra Sann
Associate Creative Director:
Mike Kohlbecker
Copywriter:
Rachel Carlson
Senior Copywriter:
Jamie Toal
Art Director:
Patricia Ortiz
Senior Art Director:
Tushar Date
Interactive Designer:
Anders Svensson
Designer:
Douglas Menendez
Junior Digital Artist:
Brett Reiland
Junior Digital Artist:
Sabrina Fraley
Digital Effects Lead:
Eduardo Santiesteban
Executive Vice President/Chief Digital Officer:
Ivan Perez-Armendariz
Vice President/Director, Video:
Chad Hopenwasser
Executive Integrated Producer:
Chris Mele
Senior Integrated Producer:
Julie Vosburgh
Integrated Producer:
Patrick Krulik
Integrated Producer:
Randall Fransen
Senior Asset Producer:
Tyler Christensen
Junior Producer:
Shannon Priem
Junior Art Director:
Amy Foster
Junior Integrated Producer:
Matthew Kahn
Audio Sound Designer:
Seth Padgett
Executive Vice President/Executive Experience Director:
Matt Walsh
Experience Designer:
Alex Riegelman
Vice President/Executive Creative Technology Director:
Dan Fox
Technical Director:
Gavin Leader
Technical Lead:
Brian Wigginton
Senior Interactive Developer:
Jason Schertz
Interactive Developer:
Aday Rodriguez
Interactive Developer:
Tony Tumminello
Senior Digital Analyst:
Matt Segal
Quality Assurance:
Stewart Warner
Quality Assurance:
James Lukensow
Vice President/Content Director:
Kate Frazier
Content Management Supervisor:
Laura Likos
Content Supervisor:
Spencer Holmes
Content Manager:
Julie Pfleger
Assistant Content Manager:
Eric Alexander
Business Affairs:
Lydia Tirpak
Social Media/Brand Analyst:
Stacy Cohen
Cognitive Anthropologist:
Omar Quinones
Traffic Manager:
Nathaly Charria
Public Relations:
David Whitney
Public Relations:
Leslie Repetto

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