Feeling Saucy? Mark Wright Helps You Find Your Gü Spot This Valentine’s Day
One in five Brits believe Valentine’s Day should be the most pleasurable day of the year (21%) – however, for many it feels anything but – with four in ten admitting they’ll be going without this year (42%).
Two in three claim the day feels forced (64%) and for one in five, it’s the ultimate anti-climax (20%). This has led to a quarter of the nation wanting to dial up the indulgence more than ever (24%), a trend driven largely by younger generations, with 43% of Gen Z and 40% of Millennials looking to treat themselves.
New research from Gü Desserts reveals almost three in ten Brits feel they are missing out on the sensory satisfaction their lives truly crave (27%). Reasons for living in a pleasure deficit include being stuck in the same routine (48%), not making enough time for themselves (43%) and living fast-paced and busy lifestyles (39%).
Despite busy schedules, 57% of the nation tries to squeeze pleasure out of the everyday. Enjoying delicious food tops the list (46%), followed by socialising with friends and family (39%), melting into the sofa at the end of the day (33%) with sex and intimacy (30%) trailing closely behind.
The UK is also increasingly turning to sound to regulate moods and escape the mundane. In the last year, over 1 in 7 Brits have used auditory escapism to dial up the intensity of their daily lives (16%), including Romantasy (42%), ASMR (39%) and audio-erotica (32%).
This Valentine’s Day, Gü is the first to bring this trend to the dessert aisle, bridging the gap between digital fantasy and physical taste. Calling time on “Beige Britain”, Gü is showing dessert lovers the “Wright” way to have a more pleasurable time and satisfy their sensory cravings through the launch of its audio series Saucy Stories.
Narrated by millennial heartthrob Mark Wright, the series creates the ultimate state of indulgence, encouraging dessert lovers to enjoy Gü with slow, sensory, satisfaction.
49% believe that multi-sensory satisfaction can somewhat enhance your pleasure. However, the nation isn’t giving themselves the sensory satisfaction they deserve, but are stuck in a cycle of distracted consumption with (67%) having dinner in front of the TV at least five nights a week, (34%) admitting to scrolling through feeds whilst snacking and (24%) eating at their desks.
Listeners can finally have the experience they deserve and turn up the heat, choosing from four immersive tracks available via the Gü website. The sensorial experience offers descriptions of some of Gü’s gooiest and most indulgent products. These include the iconic Chocolate Melting Middle, Zillionaire Cheesecake, Salted Caramel Cheesecake and the newest addition to the collection, Salted Pistachio Cheesecake.
By pairing the tantalising textures of Gü with Mark Wright’s sultry narration, the readings are designed to intensify the taste, from the richness of the cocoa to the silkiness of the ganache. It is a multi-sensory invitation, shutting out all distractions and engaging in a sensory experience oozing with indulgence.
But it’s not all whispers and whimsy. Food psychologist Professor Charles Spence explains that the series is designed to enhance the sensory experience: deep, husky tones can intensify flavour and richness, while smooth, flowing narration can even make desserts feel creamier and more indulgent.
TV Personality and Presenter, Mark Wright commented “We’re all guilty of distracted eating, scrolling through our phones while we are meant to be enjoying a treat. This Valentine’s Day, I’m showing the nation the “Wright” way to indulge. Narrating the Saucy Stories was about setting the ultimate mood, an audio experience that matches the intensity of the desserts, helping people shut out the world, prioritise pleasure and treat yourself this February.”
Charlotte Brown, Global Marketing Manager at Gü said “Our new brand platform: When You’re Done Being Good, Be Gü, is all about embracing indulgence. An invitation to everyone to dial up the pleasure in their lives and move away from the beige distractions of the everyday. Our research shows many of us are missing out on the pleasure we crave because of the noise of modern life. We’ve crafted these stories to help listeners indulge in unapologetic sensory immersion – offering the ultimate sensory upgrade so Valentine’s Day is anything but an anti-climax.”
Food Psychologist, Charles Spence, said “Flavour is more than just a matter of what tickles our tastebuds; it really is a multisensory symphony. The science of sound proves that certain audible frequencies can alter our perception of food and drink. Deep, ‘husky’ tones, like the ones used in the Saucy Stories, have been shown to intensify the richness of chocolate and the creaminess of textures. By matching the right sounds with the right flavours, we’re essentially ‘hacking’ the senses to make every bite feel more intense and every flavour deeper and more enjoyable”
Pleasure seekers are encouraged to grab a spoon and dial up the indulgence with the soft, soothing tones of Mark Wright and taste of Gü. Listeners can unlock the full sensory experience and find their Gü spot by visiting https://gudesserts.com/pages/saucy-stories from Wednesday 4th February.
