With the growth of Tesco’s venture brands Yoo and Chokablok taking up a fair amount of page space of late, my roommates and I got to thinking about which will be the next category to feel the pressures of own label in not only the traditional sense, but also from an equally well branded incumbent.
One of the brands we identified that may find itself under threat is Gü who currently sit in the specialised category of premium puddings. Familiar with the threats and pressures that playing in an own-label dominated category bring with it, most of their recent advertising suggests that they have been looking to increase their frequency of consumption by positioning Gü as a permissible temptation. In their journey from ‘just for dinner parties with important friends’ to the ‘everyday indulgence’, we have seen the rich and premium brand go from strength to strength in both hearts and minds.
Whilst seeming like a fairly straightforward strategy the dilution of premium into every day is not something that will necessarily affect a brand positively. Not only this but with supermarket venture brands seemingly in the assurgency how long will it be before the likes of Tesco attack with an equally quirky and personable me Tü?
So what to do for Gü?
Having sampled many of their products in numerous client workshops and dinner parties over the years we made the following two observations:
- Frü is not as good as Gü or indeed many OL products
- Gü is great at chocolate
So for us the way forward for a brand like Gü and others who may soon come under threat from venture brands is simple; identify what it is that makes your brand or product great and leverage it in as many new ways as your brand allows, thus insuring yourself against any major category plays from retailers. For Gü this would mean proliferation into hot chocolate through a potential JV with Starbucks, ice creams, yoghurts, biscuits, cookie dough, confectionary, RTD milkshakes and many more.
We want to see Gü taking chocolate and running with it; deep diving into the seasonality of flavours that can be combined with chocolate and tapping into new occasions. Personally I’m really looking forward to trying a rich and smooth Gü hot chocolate and if it’s anything like the puds it will be pure liquid perfection in a mug…that is of course if they do ever get round to making one.