Gü X Bridget Jones: Mad about the Boy

Partnering with a long-standing cultural icon like Bridget Jones gave Gü the perfect Valentine’s Day match.

To drive consideration among 25–40 year-old women, Gü amplified its on-pack partnership with Bridget Jones: Mad About the Boy on Valentine’s Day. 

Bridget has famously always been about embracing flaws and “wobbly bits”. And her love interest Mark Darcy’s legendary line, “I like you very much… just as you are”, was the perfect cue for our target audience.

Enter Just As Gü Are: the UK’s first-ever complimenting billboard, where Bridget-inspired soundalikes delivered film quotes, bespoke compliments and pots of Gü to passersby. 

Through OOH, sampling, PR, influencer and paid social, the activation positioned Gü as a playful, culturally relevant brand – using Bridget’s message of love and acceptance to boost visibility and connect with new audiences. 

With 119M+ reach and a 9% uplift in consideration, Gü cemented its place in culture as the ultimate treat for love, laughter and life’s “wobbly bits.”