Gü has moved up in the world. It’s sexy, luxurious and very grown up. Its new brand platform, There’s More to Gü, by Lucky Generals takes on the brand’s ambitious growth plan, aiming to attract new consumers. It is led by a 30-second food porn commercial with a come-hither voiceover and sultry jazz music, that focusses on Gü’s multi-layers, and positions the brand as a more interesting treat than ice cream and chocolate.

A new visual brand world kicked off with an update to all product packaging and a new website in 2022. It will now extend across all aspects of the brand’s marketing, spanning in store activity, sampling events, digital, TV, cinema and BVOD. The unveiling of the new platform marks the biggest marketing spend in the brand’s twenty-year history.

Media was handled by Gü’s partner, Goodstuff, who crafted the campaign around indulgent evenings. The hero film went to air on February 1 on TV and BVOD (across ITV, Channel 4 and Sky), supported by social and cinema by Pearl & Dean that includes pop-up screens across summer.

Anthony Wells, chief marketing officer at Gü, stated, “We’re thrilled to be taking our brand to the next level as we launch our new platform. There’s More to Gü perfectly encapsulates what makes Gü a more indulgent treat for a night in and we can’t wait to see this multi-layered world come to life across all aspects of our business, both above the line and within our internal culture and values.”

Creative director at Lucky Generals Augusto Sola, commented, “What a joy to work with an iconic brand like Gü… and not just for the steady supply of sweet treats! The team at Gü gave us a brilliant brand challenge and we’re excited to see how the new platform will evolve and live on.”