Life Savers Leverages 'Sharing' Heritage

Chicago — Sharing certainly plays a large role in Life Savers lore. During World War II, for example, competing candy manufacturers donated their sugar rations to keep Life Savers in production so the candies could be shared with U.S. troops abroad. In 2012, as Life Savers celebrates its centennial, manufacturer Wm. Wrigley Jr. Co., a subsidiary of Mars Inc., is acting philanthropically while driving traffic to stores through national and retailer-specific programs."People have shared Life Savers with each other for a century," says Jennifer Jackson Luth, senior manager, marketing communications, Mars/Wrigley. "We wanted to tap into that heritage and emotional bond by finding a simple yet meaningful way to celebrate and reach our shoppers."The centerpiece of the effort was a summer-long "Connect for a Cause" campaign that prompted shoppers to enter codes from specially marked 100th anniversary packages on a dedicated website from April through August. For every code entered, Wrigley donated $1 (up to $250,000) through JustGive.org to the charity designated by each participant. New York-based Firstborn handled the digital components.The revamped website, LifeSaversShareRing.com, features a dedicated "100 Years of Sharing" logo, a historical timeline and an anniversary video. Wrigley also shared updates about the campaign and historical facts via the Life Savers Mints and Life Savers Gummies Facebook pages.While the heart of the campaign laid in digital, Wrigley also partnered with several retailers on custom activation – including Walmart, Target, CVS/pharmacy, Walgreens, Kroger and various c-stores, according to Luth."At Walmart we're making the giving campaign more meaningful for shoppers by empowering them to quickly and easily connect for a cause meaningful to [Walmart]," says Luth. "People can text a code found in-store to trigger an instant $1 donation to support [the retailer's] 'Fighting Hunger Together.' " Online banners at Walmart.com offered a $1 coupon and communicated the in-store donation opportunity. "Walmart is unique because it had an immediate cause effort that we could easily tie into," says Luth. "We knew cause worked well for Walmart and its shoppers, but the key to making our effort successful was ensuring it was more relevant to them."In other activity, a custom "Spotlight" on Target.com offered a coupon; a coupon specifically for CVS could be upgraded in value if consumers engaged and shared a video at CVS.com; Walgreens' in-store coupon book offered a coupon for a limited-edition storybook; Kroger included a coupon in its direct mailer to loyalty-card holders.Retail components developed by Ryan Partnership, Wilton, Conn., include "Life Savers 100th" displays, nationwide promotional packaging, features on retailer websites, e-mail communication and custom retail activity.Other elements included:A jubilee staged in April at the Chattanooga, Tenn., factory where Life Savers are made to celebrate with the employees.A print advertisement that encouraged shoppers to reconnect with the brand.A limited-edition storybook that shares the story of the brand and is merchandised on custom displays at Walmart, Walgreens and Kroger.Luth says the campaign was based on Wrigley's own shopper and consumer insights without input from retailers. Surprisingly, Wrigley targeted adults rather than the traditional pint-sized, candy-consuming audience. "We prioritized reaching adults as we know they've shared many meaningful moments with Life Savers throughout their lives," says Luth. "We felt adults specifically would resonate most with this nostalgia and emotional connection with the brand."The campaign concluded Aug. 31. Luth did not detail post-program metrics to be used. "We don't define success through a single metric. Our hope is that fans purchase the product and help us give back to causes that matter to them."DDB, New York, handled advertising. Olson, Minneapolis, handled public relations.

Life Savers Leverages 'Sharing' Heritage

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