Cookie Monster and Domino Sugar

How would you create an ad for Domino Sugar? Natural sugar manufacturers like Domino have been facing a lot of competition from the substitute sugars such as "Sweet 'n Low" and "Splenda." Our goal was to position Domino Sugar as a all-natural quality sugar that was fit for a housewife who wanted to be fit and provide healthy cooking for her family.

Our first major idea was about using the right sugar for you. We wanted to show a traditional plate of cookies with a note "For Santa", with a Christmas tree in the background. The copy would have been, "Because this year, you're Santa." We wanted to tell the consumer that ultimately, it is she who will eat the products of her baking and thus, she should use quality ingredients.

After a multitude of ideas, Sesame Street's famous Cookie Monster came to our minds. The Cookie Monster will eat any cookie right? Wrong. Cookie Monster will gladly go for a piece of pizza rather than some cookies made with substitute sugars.

Copy:

Substitute sugars are the real monsters. Even the most famous cookie lovers only go for cookies made from all-natural, real sugar.

Visit dominosugar.com for Cookie Monster’s favorite cookie recipe

What do you think?