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New Blood Entry — The Key to Class

Award: Wood Pencil

Grey Poupon / 2021

Grey Poupon’s image of Rolls Royces and white gloves simply don’t cut the mustard with our new, affluent millennial audience. Insights revealed that most within this demographic don’t identify as affluent at all. A modernised art deco design style, witty yet sophisticated tone and a brand refresh is what this misplaced audience needs; conveying elegance without being pretentious. 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. With the promise of ‘a little class in every jar’, we’ve made sophistication accessible.

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