Grey Poupon "Society of Good Taste"
Grey Poupon
Issue 25 | December 2012
Agency
CP+B
Creative Team
Worldwide Chief Creative Officer: Rob Reilly Executive Creative Director: Tom Markham, Jason Gaboriau Creative Directors: Robin Fitzgerald, Cameron Harris Associate Creative Directors: Alexandra Sann, Mike Kohlbecker Copywriter/Senior Copywriter: Rachel Carlson / Jamie Toal Art Director/Senior Art Director: Patricia Ortiz / Tushar Date Interactive Designer: Anders Svensson Designer: Douglas Menendez Jr Digital Artists: Brett Reiland, Sabrina Fraley Dfx Lead: Eduardo Santiesteban
Production Team
Interactive Designer: Anders Svensson Designer: Douglas Menendez Jr Digital Artists: Brett Reiland, Sabrina Fraley DFX Lead: Eduardo Santiesteban EVP/Chief Digital Officer: Ivan Perez-Armendariz VP/ Director Of Video: Chad Hopenwasser Executive Integrated Producer: Chris Mele Senior Integrated Producer, Video: Julie Vosburgh Integrated Producer: Patrick Krulik, Randall Fransen Sr Asset Producer: Tyler Christensen Jr Producer, Interactive: Shannon Priem Jr Art Producer: Amy Foster Jr Integrated Producer, Outeractive: Matthew Kahn Audio Sound Designer: Seth Padgett EVP/ Executive Experience Director: Matt Walsh Experience Designer: Alex Riegelman VP/ Executive Creative Technology Director: Dan Fox Associate Technology Director: Gavin Leader Technical Lead: Brian Wigginton Sr. Interactive Developer: Jason Schertz Interactive Developers: Aday Rodriguez, Tony Tumminello Sr Digital Analyst: Matt Segal Development Partner: Firstborn, Promotions.com Quality Assurance: Stewart Warner, James Lukensow
Other Credits
VP/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, Leslie Repetto
Date
Launched September 12th, 2012
Background
Most of America seems to have lost its appetite for sophistication. How can the world’s most classiest condiment Dijon help people celebrate good taste once again?
Idea
Since 1777, Grey Poupon has defined what it means to have good taste. But we’re now living in a world that has forgotten what it means to be civilized. So after a 15 year hiatus from advertising, the brand launched one of the most discerning Facebook pages in the world.
With the “The Society of Good Taste” (www.societyofgoodtaste.com) Grey Poupon became the first brand to remove fans based on the “good taste” in their user profile. An algorithm searched and judged users’ 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 detected poor taste in music or TXT speak, for example, they could be rejected for membership. Those who did not qualify in the upper percentile, had their "like" deleted and were asked to refine their profile before trying again. Those who exemplified enough good taste to become Society members were welcomed with the opportunity to win exclusive prizes as well as a badge of honour they could post to their profile and share with their friends.
Results
Not yet available.
Our Thoughts
The great John Webster always used to say, when you see what everyone else is doing, do the opposite. That’s what CP&B have done for Grey Poupon. Every brand on Facebook is trying to amass as many friends and as many Likes as possible – except Grey Poupon. They make you apply to be a friend. If you fail to measure up to their standards of classiness, then you get rejected and your ‘Like’ rescinded.
“Many apply. Few cut the mustard,” is the line on the landing page.
The comments are hilarious as and when applications are rejected. But the neat bit is when Grey Poupon then respond to the comments and suggest the algorithm may be faulty. Apply again. Almost certainly you get accepted second time around but the point has been made (54,000 times so far) about being ‘a cut above’.