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.