That has been the battle cry for the brands in the social media for the last couple of years. And fair enough, for the majority of the brands the more likes you have the better. But what if you are classy luxury brand? You do not necessarily want everyone and their neighbor to like your brand if you want it to be exclusive.
The new Grey Poupon Facebook-campaign*”The Society of Good Taste” feels like a breath of fresh air amidst the traditional like-begging campaigns. In this tongue-in-cheek application the mustard brand will only accept “classy” fans. Your “classiness” will be evaluated with algorithm searching and judging your user profile. Apparently not all of the applicants will be selected, although my social media profile seemed to be “classy enough”:
Apply for Grey Poupon fan status in their Facebook page.
Insight: When every brand is begging and bribing you to like them on Facebook, the value of the like for the consumer has become worthless. If something is easy and available to everyone, it does not seem interesting. Like Groucho Marx said “I don’t care to belong to any club that will have me as a member”.
This Grey Poupon campaign seems like a modern day and more humorous version of this classic Chivas Regal ad by Neil French:
THIS IS AN ADVERTISEMENT FOR CHIVAS REGAL.
IF YOU NEED TO SEE THE BOTTLE,
YOU OBVIOUSLY DON’T MOVE IN THE RIGHT SOCIAL CIRCLES.
IF YOU NEED TO TASTE IT,
YOU JUST DON’T HAVE THE EXPERIENCE TO APPRECIATE IT.
IF YOU NEED TO KNOW WHAT IT COSTS,
TURN THE PAGE, YOUNG MAN.
In addition to the Facebook, Grey Poupon is upping the ante in social media and has also build their website entirely on Pinterest.