ASR Group decided to rebrand Domino Light, a zero-calorie, stevia sweetener due to disappointing sales and consumer confusion – they thought it was a sugar-based product. Looking for a fresh start, ASR needed a name that would stand out from the sea of sameness in the sweetener category and signal a natural, healthier product without denigrating sugar.

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Light and playful, Born Sweet was developed for the masterbrand. With natural, healthful connotations, it is open-ended and can encompass a variety of sweeteners and products. Born Sweet Zing was created for the line of stevia products, creating a sense of energy and excitement for the brand.