BACKGROUND
Grey Poupon’s image of Rolls Royces and white gloves simply don’t cut the mustard with the new affluent millennial audience they’re looking to target. Our team was tasked with refreshing Grey Poupon's brand image, modernising the definition of luxury. We expressed this through an advertising campaign and updated packaging.
INSIGHT
Insights revealed that most affluent millennials don’t identify as affluent at all. Therefore, refreshing Grey Poupon as witty and elegant without the pretentiousness was imperative. The mustard is introduced as the key to class, illustrating the transformative experience of such a luxurious condiment. With the promise of ‘a little class in every jar’, we’ve made sophistication accessible.
TEAM
Alana Wood, Benjamin Caruso, and Oscar Turmine-Michinton.
Grey Poupon’s image of Rolls Royces and white gloves simply don’t cut the mustard with the new affluent millennial audience they’re looking to target. Our team was tasked with refreshing Grey Poupon's brand image, modernising the definition of luxury. We expressed this through an advertising campaign and updated packaging.
INSIGHT
Insights revealed that most affluent millennials don’t identify as affluent at all. Therefore, refreshing Grey Poupon as witty and elegant without the pretentiousness was imperative. The mustard is introduced as the key to class, illustrating the transformative experience of such a luxurious condiment. With the promise of ‘a little class in every jar’, we’ve made sophistication accessible.
TEAM
Alana Wood, Benjamin Caruso, and Oscar Turmine-Michinton.
METROLITE
BILLBOARD
GUERILLA ADVERTISING
Packaging
