Gü, did you say emotions??

Gü When we talk about emotions related to desserts, we can't ignore number of brands, like Miko, Hagen daas for ice creams, Lindt...with ads that were a huge success, but for some time know the challenger Gü has become a master in the art of making people starving for desserts in only 20 seconds as you can see with these two ads, the first one was shot at the very beginning of Gü, the second one is lasted you can see in theaters...same recipe, same success, the brand hit the bull's eye at every shot. 
But what's the nature of emotions Gü is trying to make us feel??
As a marketer, Gü understood that successful products appeal to the heart, not the mind.
With this kind of poignant video, the brand identified the main elements that reach the emotional part of the customer. Food and specially desserts have a cultural basis, strongly related to pleasure moments with family, friends, for special occasions or just happy moments of the life (birthday cake, christmas dessert...), all these facts remind the customer of good moments. Then the video show the physical aspect of the dessert experience, the pleasure of touching, smelling and watching a state of the art dessert...what is really amazing here is that while watching the video, we can almost feel and smell the dessert and the chocolate as if it was really in front of us...that appeal to our personal experience, the taste of desserts we like since infancy, and all the good moments the spent around...
Some scientists came up with the idea that brand decision are primarily related to senses and emotions, far more important than the rational thinking (and more again than the appeal of functional benefits). Here is a relevant quotation from Damasio, famous researcher in the neuroscience "Over 85% of thought, emotions and learning occurs in the unconscious mind...to put simply, our reasoning strategies are defective", to complete the demonstration, we can add an other quotation from Calne, neuroscientist, "The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions".
As a leader in branding and marketing, Gü achieved its will the articulate its emotional brand profile and the first consequence is a powerful tool to capitalize on relevant insights, to keep on differentiating from the competition and reach the heart of the customer.

Gü, Frü, who's who?

Just a quick reminder for our readers that wouldn't be aware of the difference!!!


Two names, one brand
Gü is the classical part of the brand, mainly about chocolate, really tasty and horribly addictive!!^^
Frü is about fruits and fresh cheese (famous example : the raspberry cheesecake) 
You can see below two examples of the desserts made by the english brand...

Gü, what's up on the field???

Gü, on the field!!

TV advertising, primarily 30 and 10 seconds ads (May-July 2011)

http://www.youtube.com/watch?v=jtPgPNqHeQA , creative theme “give in to Gü” promoting the idea that “giving into everyday urges has no real consequences”.

Based on a fun everyday scenarios. The national TV ad campaign aim to help increase penetration and make Gü more accessible to non-users. We can talk about a refreshing of the brand, in terms of packaging design (aiming a greater in-store visibility and a better consumer appeal) while of course keeping the premium positioning. Quoting from the website “The brand’s chic black packaging now features a series of ‘decadent’ character illustrations highlighting different dessert eating occasions, along with a more vibrant color palette to denote flavor and ingredients”

While refreshing some physical exteriors aspects of the brand, Gü launched new Gü singles, a range of mousses available in convenient single served pots, delivered in the new packaging (still claiming the intense and indulgent experience of Gu Puds)

According to the website there are four variants, each with a specific mysterious and tasty recipe:

“* Anytime Chocolate Mousse
A light velvety chocolate mousse with 53% cocoa chocolate this pud is made to Fred’s French grandmother’s recipe.

 * Anytime Mango & Lime Mousse
A fruity mango compote with a zesty Peruvian key lime mousse, this fragrant pudding contains real mango pieces.

 * Anytime Passion Fruit Mousse
This pudding has a passion fruit curd layered with a passion fruit mousse, made with Greek yoghurt to create a light and cooling texture.

 *Anytime Raspberry & Chocolate Mousse
Made from Gü’s distinctive 53% cocoa chocolate ganache, this smooth chocolatey mousse is complemented by a tart blood red raspberry compote which cuts through the sweetness.”

Hope we will taste it soon and have a Gu-sty moment of experience!!!

Gü Packaging

The brand has chosen colors that remind high quality, premium, simplicity that attracts consumers. The prior color is black, the packaging is black, and GU is written in white, with the photo of the dessert on the packaging. Currently, black is used for products with chocolate taste.

The other color used subsequently is white, designed for fruit desserts, with the brand written in black. To the right of white color, there is a picture of the dessert. If the dessert is with lemon, lemons will appear on the packaging, as well as the dessert itself. It is the same thing for apple dessert, strawberry desserts….

The packaging is rectangular with 4 or 2 portions inside each one. The preemption date permits to the customer to know about the use to date because it is a perishable product.

Gü, original name, rational positioning??

Gü? What a Strange name!!! Desserts you say???Who would trust a dessert brand coming from the UK?? Stop worrying, we can breathe normally and we can feel more confident as the understanding of the brand and the products go further, actually Gü is promoting real life recipes and ingredients, made by a French chef. Positioning itself as a premium desserts brand (part of Noble Desserts Holdings Ltd), Gü is not only showing itself good a developing desserts strongly related to product experience, Gü has become kind of a reference in terms of marketing and communication, giving a large part to emotion in its advertisements.

This dynamism is getting more and more relieves since 2011, after the announcement of a big campaign to support its brand relaunch, with, wait for it… a new positioning, a national TV advertising but also Press releases, out-door, in-store, digital and experiential activity. Very efficient on market analysis, Gü came up to the conclusion that it should be coherent to be strongly settled in consumers’ minds, and consolidated bot hits desserts Brands (Gü Chocolate Puds and Frü Fruity Puds, under one umbrella brand named Gü Puds.

Gü don’t want to be only a good dessert brand, and a good marketing actor…the brand want to be a step ahead, the visionary one. According to the insights they get form their studies, they felt some time ago that there is an opportunity of growth in the premium desserts markets segment (currently worth £144m). Aiming to achieve a relevant growth and increasing market shares of the ready-made premium desserts by sending strong messages to both loyal and new consumers.

We will see in the next post how the strategy is developed on the field, with concrete actions.