How do you differentiate a commodity?

Give it a personality.

Imperial Sugar, one of the country's largest producers of pure cane sugar, approached our team looking for ideas on how to improve sugar sales during the holidays. We decided that the best way to do it would be to remind people that, when making your family's favorite holiday recipes, it was best to use the brand of sugar trusted by grandmas for almost a century. Come on, you don't want to let her down, do you?