Made in collaboration with Patrick Bucoy, Benjamin Caruso, and Oscar Turmine-Minchton.
The Brief
Grey Poupon’s image of Rolls Royces and white gloves simply don’t cut the mustard with their new, affluent millennial target audience. Our team was tasked with refreshing Grey Poupon's brand image, modernising the definition of luxury. We expressed this through an advertising campaign and updated packaging.
The Insight
Most affluent millennials don’t identify as affluent at all. Grey Poupon needs witty elegance without the pretentiousness.
The Idea
Our campaign represents Grey Poupon as the key to class, using a spotlight of vibrant colours, we illuminate the luxurious transformations that occur when one chooses Grey Poupon. A modernised art deco design style, witty yet sophisticated tone is what this misplaced audience needs; escapism into a quiet elegance, whilst avoiding the negative connotations associated with wealth today.
Team: Oscar Turmine, Pat Bucoy, Ben Caruso, Alana Wood
