It's hard for many of us to consider liking a mustard brand on Facebook, but in 2012 Grey Poupon used their elitist brand personality to create a counter-intuitive...View More
Facebook campaign that had great results & went viral. Unlike other condiment brands that were desperate for likes, Grey Poupon decided to make their Facebook page exclusive & only allow certain people to like their page & join their "Society of Good Taste". Their qualification process was based around their Facebook app equipped with an algorithm to interpret your percentage of good taste. Applicants were reviewed based on things like “proper use of grammar, art taste, restaurant check-ins, books read and movie selections.”
If you were deemed sophisticated enough to join The Society of Good Taste, you were rewarded with an offer for a free tote bag.
What makes Grey Poupon's effort particularly notable is that they fit the exclusivity strategy perfectly into their brand personality & made it very humorous.
Plus, they weren't lying about not getting accepted. As you can see below, some people were actually rejected & their like was literally revoked.
If you think this is a bit extreme, remember that if they didn't limit fans, it wouldn't be exclusive anymore. However, they do smartly allow every 2nd submission access so no one is rejected twice.
