grey poupon
Branding - Marketing - Packaging - D&AD New Blood
client
Grey Poupon Mustard (US)
D&AD
Northumbria University
brief
Grey Poupon is a brand steeped in history, producing Dijon mustard since 1866. However, since its TV campaigns of the 1980's the brand has lost its market share to American-style mustard brands.
This project was a responce to a D&AD live brief to help Grey Poupon to appeal to the US Millenial market. The brief was to create a marketing campaign and brand refresh to reposition the brand not as a competitor to other mustard brands but as a step-above.
outcome
To reintroduce Grey Poupon to a whole new, younger demographic, the Grey Poupon jar was refreshed to frame the original logomark and emphasize the classic jar shape.
This was aided by a publicity campaign focussing on ‘Luxury for all’, taking cues from the style of US Political campaigning to meet millenials growing interest in both politics & equality. This also addressed the past connotations of Grey Poupon being an exclusive or luxury product.
design solution
say hello!
Dan Dobson
BA Hons Graphic Design
Tel: +44 7721 395 360
Email: hello@dandobson.com
Instagram: @dandobson_
© Daniel Dobson 2023. Graphic Designer
