Gü invests in master brand campaign and launch
Desserts brand Gü has announced a £2 million brand campaign to support its brand relaunch – the company’s biggest marketing investment to date – as well as the introduction of its new Singles range.
The brand is consolidating both its dessert brands – Gü Chocolate Puds and Frü Fruity Puds – under one umbrella brand – Gü Puds.
Gü’s marketing investment will also see new TV advertising, primarily 30 and 10 second ads, breaking this month and running through July. The TV advert is part of the brand’s largest integrated marketing campaign to date, which also includes outdoor and press advertising, digital (including social media), in-store, experiential and PR activity.
The new packaging features a series of character illustrations highlighting different dessert eating occasions, along with a more vibrant colour palette. This marks the first time Gu’s entire packaging range has been refreshed since the company was founded in 2003.
The new branding and advertising coincides with the launch of new Gü Singles, a range of four ‘anytime’ mousses. Available in single serve pots, new Single mousses are individually wrapped with a plastic spoon included inside.
Joseph Liu, senior brand manager at Gü Puds says, “If we can encourage more occasional purchasers, whilst retaining our loyal Gü fans, we will add significant value to the category.”
The new range has an rrp of £1.19 for one pot and has just launched into UK supermarkets.