Grey Poupon Mustard Case study Society Of Good Taste by Crispin Porter + Bogusky Boulder

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Society Of Good Taste

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Industry Sauces
Media Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Associate Creative Director Mike Kohlbecker, Alexandra Sann
Creative Director Cameron Harris
Art Director Patricia Ortiz
Copywriter Rachel Carlson
Designer Douglas Menezes
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best use of Social Media Marketing in a Promotional Campaign Silver

Credits & Description

Advertiser: GREY POUPON
Product/Service: GREY POUPON
Agency: CP+B Boulder, USA
Chief Creative Officer: Rob Reilly (Cp/B)
Vp/Executive Creative Director: Jason Gaboriau (Cp/B)
Vp/Executive Creative Director: Tom Markham (Cp/B)
Vp/Creative Director: Robin Fitzgerald (Cp/B)
Creative Director: Cameron Harris (Cp/B)
Associate Creative Director: Mike Kohlbecker (Cp/B)
Associate Creative Director: Alexandra Sann (Cp/B)
Copywriter: Rachel Carlson (Cp/B)
Associate Creative Director/Copywriter: Jamie Toal (Cp/B)
Art Director: Patricia Ortiz (Cp/B)
Associate Creative Director/Art Director: Tushar Date (Cp/B)
Interactive Designer: Anders Svensson (Cp/B)
Designer: Douglas Menezes (Cp/B)
Jr. Digital Artist: Brett Reiland (Cp/B)
Jr. Digital Artist: Sabrina Fraley (Cp/B)
Dfx Lead: Eduardo Santiesteban (Cp/B)
Evp/Executive Experience Director: Matt Walsh (Cp/B)
Experience Designer: Alex Riegelman (Cp/B)
Vp/Executive Creative Technology Director: Dan Fox (Cp/B)
Technical Lead: Brian Wigginton (Cp/B)
Describe the brief from the client
The target audience was a mix of new and existing consumers. Grey Poupon needed to drive consumption and sales up by reminding older consumers of the classic mustard, and introduce a younger audience to the brand. The strategy was focused on reintroducing the brand as culturally relevant in today’s climate and creating a digital presence, without compromising Grey Poupon’s sophisticated image.

Promotion Development

Unlike most brands who base success on the number of fans they accrue, we decided to focus on quality—not quantity – and established The Society of Good Taste. The first Facebook brand page that actually deleted fans who were deemed less than refined. If you wanted to LIKE Grey Poupon, you would have to apply.


Results

The goal of the Society of Good Taste was to raise awareness and create buzz for the ageing brand. By creating an application that analysed personal data from consumers in a unique and highly personalized way, we elicited a wide breadth of responses. Overall the brand saw more that 109MM earned media impressions. 27.5MM of those impressions came from Twitter. The Facebook app saw 123,019 unique visitors who stayed on the app for an average of 6 minutes. Grey Poupon accepted 31,613 applications and denied 34,526. Engagement on the page during the campaign exceeded expectations.


Relevancy to Product/Service

The Society of Good Taste app would scan a prospective fan’s Facebook profile and give them personalized feedback and a good taste rating based on their friends, grammar, quality of check-ins, taste in music and art, and more.
Users who scored well would become elite members of The Society of Good Taste and gain access to exclusive content and rewards. Those he did not were, erased from the members page and directed to brush up on their manners before applying again at a later date.