Grey Poupon, a French Dijon mustard, popular with over 55s people. Now it aims to reintroduce the brand to US-BASED consumer, specifically for millennials (between 25-42). However, in 1992, rap music, a US-BASED popular culture, already found the words ‘Grey Poupon’ then put this ingredient on the beat. As a result, Grey Poupon becomes one of the recognizable references in hip hop culture for 29 years. It is easy to see - the millennials, Hip Hop culture, US-based consumer perfectly coincides - in this case, the design will be focusing on hip hop music, reintroduce the brand to Americans, keep enduring features of the brand, articulates its enduring luxury of the brand.