A commercial from years back for Grey Poupon mustard featured a Rolls Royce pulling up to another luxury automobile with a window being pulled down and the passenger asking the other chauffered individual “would you happen to have any Grey Poupon?” Owned by Kraft Foods, Grey Poupon has just launched a social media campaign expanding on this theme where instead of just wanting a mere commoner to “like” their Facebook page, fans apply on The Grey Poupon Facebook page to The Society of Good Taste to determine whether they are suitable for membership, according to an article on Ad Age.
Membership criteria include art taste, grammar, and book and movie selections. A refinement grade is then given to the person and, if suitable, that individual can join the society. If found unfit, their “like” will be deleted and the applicant will need to refine their profile before reapplying.
This is an excellent example of how a brand is using social media in a wholly different, yet seemingly effective, way to achieve a niche market.
