D&AD New Blood Awards
Project type: Branding & Identity + Advertising
Year: 2021
Brief: Reintroduce Grey Poupon to millennials based in the USA by creating a brand refresh that articulates its enduring luxury in the present day, through its French and vintage roots. Refresh Grey Poupon’s brand identity to make affluent millennials crave its classic French expertise and quality.
Concept: Grey Poupon still identifies as an affordable luxury product, and some key personality traits include charm, charisma, poise, respect and trust. This is specifically for a US based consumer aged 25-42.
Sandwiches are this consumer’s top usage for Dijon, but they are starting to explore other ways to use it such as in marinades and glazes, specifically on chicken.
The rebranding presents the concept of French allure and what small luxuries mean today.
