KEY POINTS IN THE BRIEF

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• This isn’t a full rebrand.

• No change in bottle shape and logo.

• The goal is increasing the brand awareness.

• Brand is in market since 1777.

• Dijon mustard means French styled mustard made by wine

• Cultural icon since 1981 with “Pardon me”.

• Affordable luxury.

• Millennials still familiar with the old ads.

• This mustard has French and vintage roots.

• New campaign aims to be memorable too.

• New campaign aims to express the taste and product itself.

  Also stimulates the other senses through visual articulations.

• French Heritage –Dijon.

• Target : US based consumer.

• This mustard is not for a boring snack.

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