Who doesn’t remember the “Pardon Me” Grey Poupon campaign from the 80’s? Many a traffic light stop pranks were played back in the day cruising around in Mom’s car. Well, after a 15 year advertising hiatus (has it been THAT long?), Grey Poupon is back with a Facebook campaign that is taking a different direction than most other brands heavily entrenched in social media. Rather than accumulating as many “Likes” as possible, the brand will only accept “classy” fans who ask to join the brand’s The Society of Good Taste page.
The campaign, developed by Crispin Porter + Bogusky, uses an algorithm that will search and judge users’ profiles based on their proper use of grammar, art taste, restaurant-check ins, books read, movie selections and other indicators of “classy.” If the algorithm detects poor taste in music or text speak, for example, they could be rejected for membership. For those who don’t qualify, their “Like” will be repealed and they will be asked to upgrade their profile before trying again.
So, if you “cut the mustard” – their pun, not mine – you can earn a chance to win prizes and a Grey Poupon-approved “classy” badge you can post on your profile.
Grey Poupon will also become one the first brands to build its website entirely on Pinterest. The brand will use this page to “spread good taste” to the masses with Pinterest boards that range from refined recipes to tasteful tips on enjoying the finer things in life. So far, over 21,000 fans have received “Likes”. While I wholeheartedly embrace the Maker’s Mark Ambassador campaign designed to make me feel like I am welcome because I have excellent taste in whiskey, I’m not sure I want a brand telling me I’m not worthy enough to be part of their snooty club.
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