Grey Poupon returns to celebrate and "Spread Good Taste" with a new digital campaign and may be the first brand to actually turn fans away on Facebook, allowing only "those that exhibit good taste".
It was parodied in movies. The catchphrase even caused a man commit a third degree felony in 2008. At the height of Grey Poupon's American popularity in the '80s with its "Pardon me" campaign, the brand elevated the status of a basic yellow condiment and shared refined values with consumers.
Now Grey Poupon makes a return to mass market advertising after a 15 year hiatus with a new digital campaign from Crispin Porter + Bogusky. And it's as exclusive as ever.
The brand is inviting "classy" individuals to join one of the most discerning Facebook pages in the world, "The Society of Good Taste." Fans of the brand are asked to apply for membership to the Society on the Grey Poupon Facebook page, where an algorithm will then determine whether or not they "cut the mustard."
The algorithm will search and judge 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 detects poor taste in music or "TXT speak", for example, they could be rejected for membership. Those who do not qualify in the upper percentile, will have their "like" deleted, and be asked to refine their profile before trying again.
Those who exemplify enough good taste to become Society members will be welcomed with the opportunity to win exclusive prizes, as well as a badge of honour they can post to their profile and share with their friends.
"We're taking a mass platform in Facebook that most people use every day and turning it on its head with an element of exclusivity to differentiate the Grey Poupon brand," said Tom Markham, Executive Creative Director at Crispin Porter + Bogusky.
"It's a great way to find new consumers who exhibit values similar to the brand and who would appreciate our quality and good taste. And we'll also do our part to spread that good taste to those that aren't quite there yet."
In another first, Grey Poupon is hosting its entire website on Pinterest to allow then to "spread good taste to the masses with Pinterest boards that range from refined recipes to tasteful tips on enjoying the finer aspects of life". This includes "Prized Pets" and "Pardon Meme" boards.
Video: Grey Poupon's catchphrase is parodied in the movie, Wayne's World.
Video: This 1995 Grey Poupon commercial by Lowe Marschalk, New York, Featured in Lürzer’s Archive Vol. 3/1995
Keywords: Grey Poupon, Pardon Me, digital, Facebook, Pinterest, social media, apps, campaign, Crispin Porter + Bogusky, Wayne's World, parody