PROBLEM:
Dixie Crystals was a regional sugar brand operating in a commodity market. As private label brands began flourishing in the grocery marketplace, Dixie Crystals sought out a partner to help maintain their current share, while redefining their brand as a premium image. Van Winkle & Associates was selected to build the consumer and trade communications for the brand, and investigate new product opportunities.

SOLUTION:
Van Winkle & Associates conducted a total brand awareness and relevancy study within the core consumer group. The information gleaned led to new development of an integrated media campaign centered around high usage occasions. The consumer profile was adjusted to target the heavy user group, where most of the volume was consumed. A new campaign was produced to celebrate the heavy usage periods. (Want More?)

RESULT:
Dixie Crystals' sales and share showed significant increases during the heavy usage periods. The overall 52-week sales and share gains were fully realized. The final results—after assisting in the concept testing and launch of two new products for the brand, Dixie Crystals held a higher share for equivalent distribution than any other branded sugar in the nation.