Gü: Give in to the power of TV. Give in to Gü.

Clare Dowen and Nick Smith

During its first few years in the UK market, premium readymade dessert brand Gü's desirable image had drawn women in with its luxurious and distinctive chocolate taste.

Gü: Give in to the power of TV. Give in to Gü.

Principal authors: Clare Dowen, DDB; Nick Smith, DDB MatrixContributing authors: Les Binet, DDB Matrix; Sarah Carter, DDB

Introduction

Gü puddings faced a triple whammy; a recession, a slew of cheaper me-too puddings, and a TV campaign which had made their glamorous Gü-eyness seem even less approachable to chocolate-loving women.

The seductive siren calls of Gü chocolate puds were increasingly being ignored.

Could enigmatic scenes of bubble wrap asking to be popped, and leaves waiting to be kicked lure women again to "Give in to...

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