Sugar Inc., the makers of the world-famous ingredient, Sugar® are considering a re-branding campaign geared at a more positive approach to their product. "Lately, sugar has been getting a lot of bad press," says Lilly Lollipoppers, CMO for Sugar, Inc. "We are ready to engage with an agency that can take the sweetness out of our sugar and change the dialogue completely. Like they did with cigarettes or Roundup. We want our sugar to be about sustained energy and vitality of life. We want the average, do nothing, boring, American house mom to know that when she gives her smelly son or buck-toothed daughter a spoonful of SUGAR, she's giving them a heaping helping of dumb love. Any dopey mom can hopefully understand at least that much." Well Lilly, if the average American mom didn't hate sugar before, they surely will now. And we thank you for that.