Dessert brand Gü teamed up with cinema advertising brand Pearl and Dean to launch a new campaign called Indulgent with Gü. This campaign marks the first time that the dessert brand has ventured into the movie theater world and select cinemas will be sharing samples of the brand’s Zillionaire Cheesecake at screenings of Magic Mike’s Last Dance.
The layered dessert immerses the senses with bronzed sugar, rich double chocolate ganache, treackle cheesecake and salted caramel, all on a cocoa biscuit base.
As well as being able to enjoy the taste of a decadent dessert, movie-goers will have their chance to participate in a prize draw to win a seven-course luxury meal and a stay at Oxford's Le Manoir hotel.
What Makes This Trend Stand Out
- Experiential Collaboration
- Brands are teaming up to create experiential collaborations, entering new markets and offering new immersive experiences to the consumers.
- Enhancing Entertainment Experience
- Companies are innovating by enhancing entertainment experiences through food, drink, and engaging interactions, to create a more memorable and unique movie-going experience.
- Gourmet Cinema Offerings
- Movie theaters are integrating gourmet food and dessert options, catering to the taste of a more sophisticated and food-conscious audience.
Sectors Adopting This
- Food and Beverage
- The Food & Beverage industry can explore new opportunities of collaboration to cater to the demands of movie-goers for unique cinema offerings.
- Entertainment
- The Entertainment industry can focus on enhancing the cinema experience by partnering with brands offering innovative immersive activities and delicacies.
- Hospitality
- The Hospitality industry can explore opportunities of experiential marketing by providing lucrative prizes to consumers participating in unique collaborations and tailor-made immersive experiences.
