The identity of Grey Poupon as an "affordable luxury" is strong, but their outdated branding is not suited to the new generation of mustard lovers.
"Take me to Dijion" is based on curated experiences that bring a sense of freedom, adventure, and independence - as these are what millennials deem as luxurious.
Make Grey Poupon always part of your adventures with...
- Polaroid camera
- Travel photography
- High-quality sticker pack
- Travel-sized toiletry bag
The tagline inspires a sense of urgency out of consumers to get their hands on the product, while setting the tone as a must-have experience.
Grey Poupon's updated Instagram feed
@greypoupon_us
Grey Poupon "Take me to Dijion"
Travel sticker pack
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