Putting the "Sin" into Cinema

Client: Gü Desserts

To reverse declining penetration, we needed the nation to see Gü as an everyday indulgence rather than a special occasion dessert. We found our moment in a post-7pm moment, where the combination of sofa, screens, and switching off signals an impulse to eat something for indulgence, rather than hunger.  

Our idea was to move Gü from mealtime to me-time by sinking into the sofa with our audience during evening snuggles and watching something to unwind. Our audience loves film, so we coupled up with Pearl & Dean to put the “sin” into cinema by creating Indulgent Cinema with Gü, the brand’s first foray into the medium.

Gü’s cinema premiere was a blockbuster hit, thanks to our media-first partnership collaborating with thirty different venues and creating unique indulgent experiences. We raised penetration, delivered ROI, and left a legacy in the form of The Independent Collective, a new Pearl & Dean advertising opportunity.