Corn Refiners Association Knows What’s Important When it Comes to Rebranding
There’s an interesting article in the New York Times today about the Corn Refiners Association’s attempt to rebrand the high-fructose corn syrup ingredient that’s apparently earned the scorn and concern of health conscience consumers.
If you’ve ever read the label of just about any type of processed food, you’ve probably seen high-fructose corn syrup close to the top of the ingredient list. I don’t know much about this product, but according to the article and some research published by a market research firm, “about 58 percent of Americans say they are concerned that high-fructose corn syrup poses a health risk.”
I guess in an effort to change perceptions of this ingredient, the Corn Refiners Association has chosen to refer to this ingredient as “Corn Sugar.” The organization smartly bought the corresponding CornSugar.com domain name, and they have information about it on the website.
Perhaps as a result of owning the exact match keyword domain name, CornSugar.com ranks in the top 10 in Google for the “corn sugar” search, despite the fact that the domain name has only been owned by the organization since June of 2010. For some reason, the registration is showing a creation date of June 2010, but if you look at its Whois History, you can see this domain name was previously owned by Buy Domains as recently as May 2010.
Smart move by the CRA to own the brand in .com (.net and .org, too).
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