Every other Facebook page puts up no barriers to admission. Users can simply click like, and they’re part of the fan base. Not Grey Poupon. The upscale condiment puts people through an application process to see if they’ve got the class to be a part of its Facebook page. If you cut the mustard, you’re able to claim Facebook-exclusive rewards. If you’re rejected, your like is rescinded.
Using a Facebook application, Grey Poupon examines your profile to see if you’re fit for the club, taking into consideration number of friends, how many pages you’ve liked, education, and photos and locations where you’ve been tagged. As a slideshow of your Facebook life flashes on a projector screen, high-society types dressed to the nines comment on your social status. If you have a lot of friends or have been tagged in a variety of places, their comments are quite positive.
We want to differentiate the brand and reinforce that when it comes to Dijon mustard, Grey Poupon is the leader in “taste.”
The Times points out that this is Grey Poupon’s way of marketing to the coveted 18- to 34-year-old demographic, many of whom were not yet born when the company’s iconic commercial first hit television screens in 1981.
Readers: Were you sophisticated enough to like Grey Poupon’s Facebook page?