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.
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