Lifesavers reveals padded budgie smugglers as part of their summer campaign via JWT Sydney

Lifesavers, the iconic ring-shaped candy have been helping Aussies get a whole lot more out of summer with a national outdoor and radio campaign via JWT Sydney. The campaign has brought back the Lifesavers jingle, “Get a Hole Lot More Out of Life” and aims to help save Australians from summer shame by offering a range of humorous, yet helpful, tips.

Faux pas such as fake tans, the pitfalls of asking a mate to rub sunscreen into your back and of course budgie smugglers and the politicians who wear them feature in the campaign. But perhaps the greatest hazard that male beachgoers face this summer is post-swimming shrinkage. After all, the Aussie cossie leaves little, if anything to the imagination.

So JWT and Lifesavers created Summer Smugglers. The costume is fittedwith innovative padding technology to help conceal the embarrassingeffects of cold water. “Lifesavers have found another way to givebeachgoers a whole lot more,” says Angus Hennah, ECD JWT Sydney. “It’sgreat to help such a classic brand get out there and have some fun inthe sun.”.

JWT worked with Media agency ZenithOptimedia and Mix 106.5 to promotethe Summer Smugglers at Freshwater beach. Those willing to trade intheir old togs received a pair of the limited edition Summer Smugglers.Due to the success of the event, ARN’s MIX network in Sydney,Melbourne, Brisbane and Adelaide will also be helping Aussies get awhole lot more out of summer with beach and pool events right aroundthe country.