After a lengthy absence from advertising, the legendary Grey Poupon mustard is back with a new Facebook campaign.
The new campaign's slogan is 'Spread good taste' and the strategy calls for pre-qualifying consumers to see if they're classy enough to join Grey Poupon's 'Society of Good Taste.' Aspiring Society members' FB profiles will be checked to “…see whether their proper use of grammar, taste in art, restaurant check-ins, books read and movies selected combine…” to earn them a coveted membership.
This may sound elitist, but I like it.
That said, will a society that embraces such trash as The Kardashians, Brittney and Here Comes Honey Boo Boo aspire to join a good taste society? And, even if some do, could they possibly pass the Grey Poupon test?
I think the campaign will play well among the One Percenters. But, I cannot in my wildest dreams see any significant percentage of the Under 35 crowd giving a damn. They may have loved the Wayne's World riff on the mustard maker's classic 1980s TV commercial, “Pardon me, would you have any Grey Poupon?”, but few Millennials possess the intellectual wherewithal (or desire) to belong to a Society of Good Taste.
All of which leaves me thinking Grey Poupon has exacerbated a problem faced by other Baby Boomer brands from insurance companies to automobiles: knowing their core constituency is dying off, how do they reinvent themselves to attract a younger, edgier buyer with a different set of wants and needs?
I'm going to take Grey Poupon's Society of Good Taste challenge. But, I guarantee the vast majority of 20 Somethings won't. And, therein lies the marketing conundrum: how does a brand spread taste in a tasteless society?