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?