High-class. Sophisticated. Exclusive. All words we use when describing the Oscars, Meryl Streep and Grey Poupon mustard.
For years, Grey Poupon has marketed itself as “one of life’s finer pleasures.” In 1981, its famous “Pardon Me” advertisements garnered a lot of attention.
Omar Kattan of Brand Stories spoke about the way in which Grey Poupon has “masterfully carried their storyline into the digital age.” He praises their “Spread Good Taste” campaign, which included one of the first ever endeavors where a company actually turned away Facebook fans. To qualify to “like” their page, fans had to fill out an application to become a member of “The Society Of Good Taste” and have their profiles screened (points were taken away for bad grammar).
Recently, the Krafts Foods brand premiered the revival of their legendary “Pardon Me” ad at the Oscars as “The Lost Footage.” “It’s the classiest award show of the year, so it’s very in line with the brand,” said Sara Braun who heads Grey Poupon at Kraft Foods. The new commercial puts an action-packed spin on the old one, complete with a car chase and a champagne revolver.
Leaked footage of the video was released before the premiere for buzz and anticipation. The brand continues the orchestration of their exclusive brand story with a storm of tweets before, during, and after the awards show.
Sirs and madams, do you mustard your bun bottom bun first or top bun first?
— Grey Poupon (@thegreypoupon) October 4, 2012
RT if you utilize different monocles for each eye. #ButOfCourse
— Grey Poupon (@thegreypoupon) January 31, 2013
What do you think? Is Grey Poupon the classiest condiment to date?