Corn Refiners Association Knows What’s Important When it Comes to Rebranding

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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).

7 COMMENTS

  1. Elliot,

    It’s possible you were inadvertently looking at the
    “Updated Date” which is right above the “Creation Date”.

    Updated Date: 11-jun-2010
    Creation Date: 01-oct-2002
    Expiration Date: 01-oct-2016

  2. Elliot,

    My comment was not meant as a criticism.

    I had originally checked the WhoIs at iWhoIs.com and at Internic.

    Both show the creation date as Oct 01, 2002.

    That’s why I thought you might have looked at the wrong line.

    Not a criticism.

    DomainTools still shows the creation date as June 11, 2010

    and so does the WhoIs at GoDaddy.

    But all show the expiration date as Oct 01, 2016 which makes sense.

    Think about it.

    If the creation date was in June , June would also be the
    expiration date.

    For whatever reason, Domaintools and GoDaddy are using the Updated date as the Creation date.

    That’s the only reason I can see why a June 2010 creation date is listed.

  3. Renaming, rebranding all this stuff just won’t hide the fact that what they call corn sugar is still HCFS! Just a very sweet sugarcoated issue to mislead consumer.

  4. What’s interesting is that the previously generic term “corn sugar” seems to be now “branded” by the assn. A check of the other extensions shows they have some of the other .net, .org — the .info was snagged a day or two ago; however, according to the ‘terms’ page for the .com site, this may become a problem for the .info owner:

    http://www.cornsugar.com/terms-conditions/

    SECTION: Proprietary Rights

    …Our trademarks and trade dress may not be used, including as part of trademarks and/or as part of domain names, in connection with any product or service in any manner that is likely to cause confusion and may not be copied, imitated, or used, in whole or in part, without the prior written permission of the Corn Refiners Association. All rights are reserved.

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