Who wouldn't want to be seen as an arbiter of sophistication and class?
Enter "The Society of Good Taste," an interactive Facebook app by notably discerning Dijon mustard brand Grey Poupon. So discerning, in fact, that the app uses a murky algorithm to judge your Facebook interests, activities, and scholarly pursuits; ultimately, to decide whether you're cultured enough to be a fan. Watch as a well-heeled group scores your profile to see if you'll "fit in." Though I was praised for my "excellent grammar," I was warned that a ranking in the 64th percentile of sophistication had just made the cut. But what, exactly, is the threshold of sophistication? Was the inclusion of Milo & Otis in my Favorite Films list not highbrow enough to merit the 70th percentile?
Worth noting: if at first you're not accepted into Grey Poupon's Society of Good Taste, admission is granted on the second try. Additionally, if you're denied on the first go-round, the app encourages you to pick up some more cultured pursuits: namely, reading Great Expectations, watching Masterpiece Theatre, and listening to Mozart on Pandora. If you've managed to get through the gate, you're immediately rewarded in the form of an eco-friendly - excuse me, “Eco-Curean” - tote bag emblazoned "Prosecco, not Plastic," with further sweepstakes incentives offered to Society members in upcoming months.
If you grew up in the 1980s or 90s, you're likely at least somewhat familiar with the upscale nature of the mustard brand. This particular campaign is an interesting way to reinforce brand perception - even if you can find the fancy mustard right alongside the average-Joe yellow bottles. Grey Poupon's also expanded its social presence by foregoing a traditional website with a Pinterest account, where it pins "all that is refined, exquisite and delicious."