D&AD Grey Poupon

What’s the challenge?

Reintroduce Grey Poupon to millennials by creating a brand refresh that articulates its enduring luxury in the present day, through its French and vintage roots. Show how this would come to life.

This isn’t a full rebrand. They don’t want to see a redesign of the brand’s logo or their iconic bottle shape. Instead think about all the other ways a brand can express their identity. Create a refreshed brand identity that feels familiar to this audience and not only increases brand awareness, but also pushes them to choose Grey Poupon at the point of purchase.

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Solution

I wanted to convey the French heritage of this product without being too obvious, as well as, give millennials a reason to buy the product by collaborating with the French Fauvism artist Matisse. This plays homage to French culture as well as gives people the sense of being 'in the know' by recognising Matisse's iconic cut out themes branding. This also indicated that the product is French but also makes people feel knowledgeable if they joined the dots themselves. I also felt that the bottle needed to be almost decorative as people don't decant mustard into a prettier jar they often keep it in the existing jar, so it needed to be attractive in a fridge or on the dining table. Another aspect of the brief was to promote Grey Poupons use for things other than meat sandwiches, so as it is Vegan and the vegan market is expanding rapidly especially amongst the target demographic I wanted to push the use of the product in vegan recipes by creating recipe cards which are handed out in the retailers as well as available online through the available QR code of the lid concertina.  This vegan campaign would also be pushed out into social media platforms such as Instagram to promote the use of the product beyond just as a condiment. This campaign can be stretched out each year with a new collaboration with various French cultural references. 

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