Grey Poupon is a high-end mustard brand that uses the element of exclusivity to differentiate itself from competitors, with its quirky "The Society of Good Taste" – the world’s first discerning Facebook page.
All wannabe fans of Grey Poupon are required to apply for membership through its "The Society of Good Taste" app, where a clever algorithm screens each potential fan's Facebook profile to gauge their interests, friends, grammar, restaurant check ins, etc – then ultimately assigning a score that determines whether they are 'refined' enough to be a Grey Poupon fan.
If the algorithm detects poor taste in music or TXT speak, for example, membership would be rejected. What's more – any fans that try to 'Like' the page without going through this process, will be deleted.
If this sounds ridiculously elitist, that's the point.
Their unique positioning fits the brand's lineage of being synonymous with refined taste and premium quality – whilst creating talkability and buzz to curate a smaller, but more engaged fan base.
To find out whether you cut the mustard for its exclusive membership, visit www.societyofgoodtaste.com.
