Issuu

Insight:

Millennials are increasingly favouring experiences over material objects (78%), meaning that doing is more important than having. These experiences become all the more desirable if they also look good on Instagram as to no one’s surprise, millennials still love their phones.

Solution: Give them what they want, and allow Grey Poupon to be at the front of it all, reintroducing themselves and proving that they are as luxurious as ever.

Method: UBER: Partnering with UBER, (a big hit with millennials), to provide a luxurious chaperoned experience in unique Rolls Royce’s. These trips are not for just anybody mind you oh no, only a lucky few will be able to indulge in such pleasure as users of the UBER app will be greeted with the chance to upgrade their journey once a day, providing they are in the correct area at the time.

Method: ROLLS ROYCE: Observant audiences may recognise these carts from the original adverts that skyrocketed Grey Poupon into popularity. Subtle references will be fun for those already familiar with the brand showing that they have not been excluded and are still invited to experience such divine luxury. In True Grey Poupon fashion, these cars will also be custom to the brand, thus proving that they ARE in fact, all that fancy. Never fear however, as this is done with class and elegance, with no dispute of any tackiness.

Advertisement: Various secretive and discretely presented social media advertisement will inform audiences of the beginning of the exclusive event. Directing them the various social medias however, will be done through a Times Square takeover event in New York. For mere seconds, times square will be inundated with advertisement solely focussed on directing people to Grey Poupons social media.

Advertisement: As audiences are directed to Grey Poupons various social medias they will be met with various rather enigmatic short videos. These clips include the slow ticking of a clock with a rather mysterious date found within. The date you ask, as audiences eagerly wait for the date to arrive, desperate to have their questions answered, experiencing the Times square takeover a total of 3 times before the big day, they become ever more curious. Suddenly… a new story appears on social media… The past is also not forgotten either, as some may pick up on small details that show Grey Poupon has not forgotten, but in fact embraced elements of its past and brought them into the modern for newer audiences to enjoy aswell.

This new video is the answer to everybody’s questions while still leaving enough to lure the, into the next stage. Audiences are able to see that Grey poupon with UBER and Rolls Royce are offering chaperoned luxurious trips in specific areas. Also explained is that this event is not subjective to a single location, users are told to keep observing Grey Poupon social medias to see where the event will be held next. The maps that is shown will be subjective to each location, allowing audiences to gather a more specific understanding of the location.

Through enigma and interaction, audiences desire to obtain what they cant have, whether it be information or opportunity. With such a launch event also, they know that Grey Poupon means business and has risen out of the shadows bigger than ever before to continue to provide premium affordable, luxury.

Commiserations: If users are not so lucky to experience such divinity however, they needn’t threat as their efforts are not wasted; a commiseration reward of a free personalised jar of Grey Poupon is offered to them and they are always free to try their luck later again.

Brand Guidelines

Drivers Old / Existing brand

ROLLS ROYCE USED IN ORIGIONAL AD: -Couldn’t be anything else to represent the old brand as it was so heavily used for decades.

WHITE:

ee e” “Pardon meeeee eee eeee ee

-Clean bright modern -Easy to lose it though as white can blend in and become boring

HOME COOKING: -What the brand pushes now in their brand -Social medias only really show home cooked recipes

CORGIE POSH:

BOAT SHOES:

-Much like expression, the brand feels just posh and snooty now and values of being stuck up come from this. -Corgis are the queens’ dogs, representing upper class

-Representing thew upper class poshness. -Nothing really funny Nothing unique, easily blended in and forgotten about.

Font used within the brand now examples posh but its boring, unattractive and almost cliché. Very forgettable and easily lost.

REASTURANT CHAIR POSH: -Again snooty nothing funny about it Found in a posh restaurant as the brand has cornered itself within posh upper-class values

WHOLE FOODS: -A USA Waitrose -Posher / snooty / very middle class -Expensive -GP brand lost its funny, so a snooty shop feels best to represent the product and posh shops like these don’t feel great to shop in (personally as you feel ripped off and judged)

DAME JUDY DENCH: -Popular in USA -Representing posh but not total snobby posh because the band still has connections with its former self through its former popularity -but the brand doesn’t show off its funny anymore

Drivers New / Refreshed brand

Mrs Eaves XL Serif OT

ROLLS ROYCE MODERN: -represent the connection to existing brand that there will be -new brand will probably not use car -Represent the modernisation of the new brand

CORGIE:

PAINTED SHOE:

-same as old to represent the connection to the old brand -Funnier & more welcoming

-Representing different and weird ideas that the new brand should / will include as these values are why GP was popular in the beginning.

YELLOW:

- Designed from baskervill to refefresh - A refreshed 17c font relating to GP - Sans serif to represent the modern

SUBWAY:

LISTENIGN TO MUSIC:

COFFEE SHOP CHAIR:

MICHAEL SCOTT:

-represent energy and excitement behind the new brad that will help its appeal. -millennial appeal

-popular within demographic -Coffee shops trendy, represent aims of the new brand (to become trendy)

-Funny Formal man -Relation to old brand with new modern appeal twist. -The office hugely popular within demographic

-Taken from existing brand. -Striking colour so can help the brand stand out more and become more visible on a shelf - Colour of mustard too

-Popular with demographic quite precisely -Brief mentions demographic likes sandwiches

Drivers New Target Audience

TOYOTA PRIUS:

POMERANIAN:

VANS:

-American rich kids first car -Target psychographic appeal

-Expensive representing the higher income -very in fashion / trendy -They are known for their looks as it important to their appeal

-Immensely popular with target psychographic -Also with other audiences showing a wider appeal to secondary audiences

RED:

Font is similar to that of the music festival, it has life, character and charm.

MUSIC FESTIVAL:

-Energy, passion, excitement

Its lively and interesting while still being quite modern

-Desirable to audience -Energetic & exciting -Cool and trendy

Flood STD

ONLINE SHOPPING:

BEAN BAG:

BILLIE EILISH

-Popular with Millennials -Representing modern trends / consumer habits

-Representation of the modern world -How things have changed -Comfort is appealing

-representing the target demographic well -higher income, around the right age or at least appeals to it very well -Over all a good expression of both the target audience and how to appeal to it through trends and appeal

Typeface The primary typeface is “Mrs Eaves XL Serif OT”. This was chosen as it is a refreshed version of the font Baskerville, that holds stroking resemblance to the Grey Poupon logo. Not only that, but its historic origin of France in the 17th century provides a direct connection to the product. This refreshed version pulls Grey Poupon into the modern world looking clean, new and stylish with a great amount of character. Also belonging to a family, each variant provides a different use.

Primary typeface

Mrs Eaves XL Serif OT Bold, Italic

Bold

Regular, italic

Regular

abcdefghijklmn opqrstuvwxyz 123456789

This typeface should be used for headers and titles.

Secondary is “Avenir LT Std”. This serves as the already existing typeface used by the brand. Keeping this doesn’t necessary provide a familiar link, more the simplicity and clean modern character of Avenir LT Std feels wrong to change and with its already connection to the brand there isnt a right reason for it to change.

Secondary typeface

Bold, Italic

Bold

Regular, italic

Regular

The typeface has a lot of variants within its family so using just these four will provide a healthy range of possibility without overwhelming the brand with font variants.

abcdefghijklmn opqrstuvwxyz 123456789

Avenir LT Std

Colour The colours shown derive directly from the existing branding for familiarity. There is the introduction of a more pastel variant of the yellow and blue. This is used for background imagery so that text can still be in the classic colours, whilst also aid in the reintroduction and refreshment of the brand, showing audiences that there is something new. Secondary colours to be used for supporting imagery and text.

PRIMARY COLOURS

SECONDARY COLOURS

CYMK 0, 0, 0, 0 RGB 255, 255, 255 No: ffffff

CYMK 0, 30, 93, 0

CYMK 100, 82, 5, 0

RGB 251, 187, 16

RGB 28, 63, 142

No: fbbb10

No: 1c3f8e

CYMK 1, 18, 59, 0

CYMK 73, 48, 0, 0

RGB 253, 213, 125

RGB 81, 122, 189

No: fdd57d

No: 517abd

CYMK 0, 96, 64, 0 RGB 230, 30, 68 No: e61e44

Tone of Voice The Grey Poupon brand can be broken down into two parts, being posh and fun. You can be well spoken, whilst having fun with what you do. As times have gone on, old phrases begin to make less and less sense and begin to sound funny, for example, “It appears one’s yarn has turned back into cotton...” Use the following for a healthy idea of how to use tone of voice:

Upper class

“Do allow me to assist wont you?”

Slightly silly

“Righty ho then!”

Energetic

“Oh that’s outstanding!”

Funny

“Oh I say....Do Pardon me”

“Would you have any Grey Poupon?”

“Fabulous”