Life Savers: 100+ Years of Sweetness
As an elementary school kid, I thought, "When I'm an adult, I want to have 1 of every flavor of Life Saver there is." Life Savers Virtual Museum & Blog is the outcome of that quirky wish!
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
It's always fun to add a country to Life Savers exposure. Switzerland is well-known for its confectionery; however, that candy is often chocolate.
In this case, Nestlé acquired the Australian Life Savers operations.
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
It's clear from the magazine advertisements that Assort⭕Mints were boiled candies...the mints were translucent and colorful. What type of mints were included?
🚧Under construction; needs pix & links
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
Who handled Life Savers Marketing? At first, it was an in-house thing. After that, Life Savers seemed to acquire highly competitive companies to produce ever-more-complex brand decisions.
1913
Edward Noble made a number of the early marketing decisions after they acquired the product from Clarence Crane.
1919
Ayer (N W) Incorporated (N W Ayer Advertising Agency) https://americanhistory.si.edu/collections/ac-component/sova-nmah-ac-0059-ref5145
2005 & earlier
Foote Cone & Belding https://www.adweek.com/brand-marketing/fcb-out-wrigleys-life-savers-goes-review-80792/
2005 & later
Omnicom Group’s BBDO, retrieved from Chicago https://www.adweek.com/brand-marketing/fcb-out-wrigleys-life-savers-goes-review-80792/2007 Energy BBDO, retrieved from https://adage.com/creativity/work/muffin-top/2833
https://adage.com/creativity/work/we-are-sweet/2834
2006
Wrigley's marketing issues with Life Savers, retrieved from https://adage.com/article/news/wrigley-ceo-cites-marketing-problems-altoids-life-savers/108412
2013
I. O. N. Advertising, retrieved from https://www.slideshare.net/slideshow/lifesavers-ad-campaign/17968550
2022
Australia - TBWA\Sydney retrieved from https://campaignbrief.com/life-savers-provides-a-fun-escape-from-the-everyday-in-first-campaign-from-tbwasydney/
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
Life Savers at Christmas have long been a tradition. LifeSaversStoryBooks are a big part of the holiday season. And another part are Christmas ornaments.
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
Sometimes I forget that Life Savers were originally intended as a health product. But all it takes is a scan through the first couple of decades of Life Savers ads to see the score: Life Savers were a product of their (unregulated!) time. They were sold at pharmacies. They often included the herbal ingredients/ remedies already being sold there. In a time with quack remedies and little government oversight, anything goes.
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
From their inception in 1912 until at least 1964, Life Savers were still only $0.05.
How many products could make that claim?
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
By researching news articles, advertisements, and ordering cards available to companies purchasing them, one can start to get a sense of the start and end dates for flavors. This would have been so much easier if the companies that made Life Savers had kept meticulous records! If those records are out there somewhere, please let me know.
1912 - 1 flavor
Peppermint
16 November 1916 - 3 flavors were available,
according to a magazine ad, Pep⭕mint, Lic⭕rice, Wint⭕green, Cl⭕ve.
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
My older relatives have always regaled me with stories about when color TV first entered their lives. Imagine the look of Life Savers in black and white, versus Technicolor™️? They were clearly made for TV. So here is a selection of ads through the years:
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
What is the difference amongst the various Licorice-like Life Savers? Why were they so popular in the early days yet nearly nonexistent in the last 50 years?
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
I have actually tried very hard to see whether Life Savers were sold around Europe (other than the UK). I may have screamed aloud when I finally found this ad from Italy. Thank you, Italy Magazine!
Now, for all of the other countries...
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- Written by Karen Smith-Will
- Parent Category: Research
- Category: Life Savers: 100+ Years of Sweetness
Did you realize that there was a collaboration between Life Savers & clothing designer Kirkland Hall in the 1940s to 50s? You can just imagine a young housewife thinking, "This Cryst⭕Mint is so gorgeous, I'd like to have an outfit in this exact shade."
And don't you just want to find actual Life Savers flavors for each of these colors?! (Okay, maybe that part is just me...)
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