No longer just the hard candy with the hole in it, Darrell Lea-owned Life Savers is a brand, housing a range of products from chocolate, to sour gummies to Fruit Tingles in a variety of sharable pack sizes.
To relaunch, TBWA\Sydney developed a new platform built from a simple truth – there are lots of moments in life that you’d quite like to be rescued from, and that rescue can come in the form of a little sweet treat to mentally whisk you away. The simple act of indulging in a Life Saver, can be a real lifesaver.
This is TBWA Sydney’s first work for Life Savers having been awarded the business earlier this year.
Says Katrina Alvarez-Jarratt, executive creative director, TBWA\Sydney: “It was important for us to create a platform that allowed us to show a range, was endlessly repeatable and was as fun and unexpected as the products themselves.”
Social first films took advantage of online film tropes prevalent on Instagram and TikTok and then interrupted with giant candy to whisk people out of awkward situations.
Already the campaign has achieved over 90% view through rates on YouTube placements and the TikTok audience has grown by 59%.
Says Johnanna Campbell, GM of marketing at Darrell Lea: “We have worked hard to make sure we have a unique proposition; a nostalgic brand that is offering innovative, fun products. Moving to the “It’s a Life Saver” platform gave us the flexibility we needed and spoke to light hearted moments we have all experienced. And Life Savers has exceeded all our expectations.”
The social and media strategy, developed and executed by independent agency REBORN. The integrated campaign uses a combination of TV, BVOD, digital, social and influencers, as well as proximity OOH and retailer performance media.
Johanna Campbell: GM Marketing – Darrell Lea
Creative Agency: TBWA\Sydney
Media Agency: Reborn
Production Company: Scoundrel
Director: Matt Weston
Editor: Matt Weston
Music: Otis Studios
Sound: Beau Silvester