Mustard brand only accepts fans with good taste (and good spelling)

How can the world’s most discerning Dijon help people celebrate good taste once again? This case study looks at how Grey Poupon to the risky strategy of only allowing ‘classy’ people to like its brand page on Facebook via a profile scanning app.

Case study summary

• High –end mustard brand looks to boost exclusive image on Facebook
• First brand to reject ‘likes’ of fans that are not deemed to have good taste (or good spelling)
• Gamble pays off as fans clamour to prove they are classy enough to join ‘Society of Good Taste’

Source: Grey Poupon

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