D&AD New Bloods 2021 challenge. 
A project done together with Tony Dao.
In a world of marketing and advertising, as a brand you don’t only need to deliver - you need to deliver good content. The various generations desire different content, but the most needed today is the authentic content. 
That’s where Grey Poupons brand’s relevance has dwindled over the years.
This campaign was created to reach out to younger generations and to not do a re-brand. You don't make a sandwich with Grey Poupon - you craft it. 

The campaign name “The New Classic” comes from the idea of creating a new, yet luxurious necessity for millennials today. Without making it sound as a necessity, we want the customer to see it more as a good complement in their daily cooking.

Here’s one of the most important things - as a brand who wants to reach out to millennals, you have to deliver content. Most of all: good content. So what’s good content, then?   Skip all the inspirational pictures of people posing with baguettes. Sure, it’s nice and it creates a sense of “french”, but it says nothing to the consumer. It’s just a pretty picture and as a brand you should either go full on influencing-marketing or nothing at all, and in this case maybe it’s harder to come through with one product.  
 Create instead more humoristic content with the graphic elements. Why not Photoshop in a jar of Grey Poupon in The White House, or take advantage of cultural happenings such as Daft Punk called it a quits. Does this sound familiar?  The Twitter-page for Grey Poupon did subtweet this announcement with quote:  “Taking 8 years off work and then announcing your retirement is so French and I am absolutely here for it.”  And we’re absolutely here for this kind of content.  The answer is so close, yet so far. Push this kind of content on all the platforms, dare to stand out and to be seen as this witty, yet classy brand.  Implement this on their Instagram, interact with customers more on Twitter and keep creating witty content. 
By looking at other existing sites with Grey Poupon in we missed two things: a website for Americans and a sidetab on the website with recipes including Grey Poupon. So, we built one. Just by having classy pictures of oil paintings and adding some witty copywriting, you create a modern touch of something elegant. The headline font is a classic serif combined with a contemporary sans-serif for the body text. We added a tab in the sidebar with recipes which will not only increase the traffic to the site, it also makes the brand more hittable by Google searches.
By looking at other existing sites with Grey Poupon in we missed two things: a website for Americans and a sidetab on the website with recipes including Grey Poupon. So, we built one. Just by having classy pictures of oil paintings and adding some witty copywriting, you create a modern touch of something elegant. The headline font is a classic serif combined with a contemporary sans-serif for the body text. We added a tab in the sidebar with recipes which will not only increase the traffic to the site, it also makes the brand more hittable by Google searches.
We surfed on the internet and did studies for hours, just to land on Grey Poupons Twitter-page.There we had it. Witty humour. Why change a concept that works? The younger generations (as for the millennials) expects authentic content from brands, as much as fun and experimental. Studies have shown that 90% of millennials say that authenticity is important to them when deciding which brands they support. They also tend to prefer ethical and community-focused brands, and they are more likely to spend their money on a brand that has values that align with their personal ideals. So, to simplify this: to reach out to this generation, you need to speak their language. The answer is to be relevant in a humoristic way, and how do you as a 155 years old brand stay relevant without losing your older consumers? You communicate directly to your audience with transparent, relatable humour. That’s where “The New Classic” comes in.
We surfed on the internet and did studies for hours, just to land on Grey Poupons Twitter-page.There we had it. Witty humour. Why change a concept that works? The younger generations (as for the millennials) expects authentic content from brands, as much as fun and experimental. Studies have shown that 90% of millennials say that authenticity is important to them when deciding which brands they support. They also tend to prefer ethical and community-focused brands, and they are more likely to spend their money on a brand that has values that align with their personal ideals. So, to simplify this: to reach out to this generation, you need to speak their language. The answer is to be relevant in a humoristic way, and how do you as a 155 years old brand stay relevant without losing your older consumers? You communicate directly to your audience with transparent, relatable humour. That’s where “The New Classic” comes in.
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