DOMINO SUGAR

Domino Sugar has been the iconic, leading brand of white granulated sugar in the United States for nearly a century. However, in the last decade, the sales of white granulated sugar have been threatened due to health/obesity concerns and growing consumer sentiment toward 'better-for-you' sweeteners. How do you take a product vilified in the media, and garner positive attention and renewed interest from consumers by positioning sugar as a completely new product?

Golden Sugar Product Launch

As the category brand leader and innovator, Domino developed a less-processed sugar product: Golden Sugar. Cup-for-cup comparisons with white granulated sugar promised the product would mix and bake exactly like white sugar while remaining closer to its natural state without heavier processing. To make sure the product launch was successful, we had to renew consumer taste appeal while capitalizing on memories of shared celebrations and the 'feel good' aspect of sugar confections. Aggressive public relations gave consumers permission to enjoy sugar once again with this new, less processed version of the sugar they love to bake with: "Now you can feel good about sugar again.” Our campaign, "Go Golden" was born.

Golden Sugar Product Launch

As the category brand leader and innovator, Domino developed a less-processed sugar product: Golden Sugar. Cup-for-cup comparisons with white granulated sugar promised the product would mix and bake exactly like white sugar while remaining closer to its natural state without heavier processing. To make sure the product launch was successful, we had to renew consumer taste appeal while capitalizing on memories of shared celebrations and the 'feel good' aspect of sugar confections. Aggressive public relations gave consumers permission to enjoy sugar once again with this new, less processed version of the sugar they love to bake with: "Now you can feel good about sugar again.” Our campaign, "Go Golden" was born.
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