Wm. Wrigley Jr. Company Lifesavers brand revitalization

Background

Although seen as a high quality brand that evoked fond memories, LifeSavers had lost its relevance among younger consumers. The brand and its packaging were seen as lacking personality and uniqueness and seemed “old” to the younger target. The LifeSavers brand needed to be reinvented in the consumer’s mind.

Solution

To help connect with 18-24 year olds, a new brand positioning statement was created: “Through its shape, hole, original flavors and outlook, LifeSavers promotes joy and happiness.” The next step was then to readdress the LifeSavers brand identity and packaging design. The winning design made hero of the LifeSavers distinctive round candy. It created an eye-catching bull’s eye which vastly improved shelf impact.

Agency: Landor Associates