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Life Savers. Relaunching an Iconic Australian Brand

Life Savers

Relaunching an Iconic Australian Brand

We helped Life Savers amplify its digital presence and consumer engagement through our Always On Social Campaign.

Background

Life Savers has been an iconic Australian product for 100 years, but in recent years, the brand has been left latent and has declined in awareness and relevancy for Australian consumers.

After acquiring the brand, Darrell Lea wanted to relaunch Life Savers with a bang, extending the product range and breathing new life into the master brand.

As lead media agency, REBORN’s job was to launch the new range of Life Savers chocolate and confectionery products into market and steal market share from competitors across the category.

Objectives

The Life Savers Always On Social Campaign aimed to enhance the brand’s online presence across major social media platforms through innovative digital campaigns and user engagement strategies.

The challenge

To revitalise Life Savers, Darrell Lea needed a strategy that would not only reestablish the brand’s connection with consumers but also make it a formidable contender in the highly competitive confectionery market. REBORN, as the lead media agency, was entrusted with the critical task of launching the new range of Life Savers’ chocolate and confectionery products.

Approach

REBORN launched the always-on social media strategy, integrating innovative content across multiple digital platforms. Collaboration with TBWA led to a fully integrated media campaign, utilising targeted ads, influencer partnerships, and interactive social media challenges to drive engagement.

REBORN Responsibility

Social Media Strategy
Content Creation
Digital Advertising
Influencer Marketing
Interactive Campaigns
Analytics and Optimisation

The Results

6.4 Million

Total reach across TikTok, Facebook, and Instagram

11.54%

Increase in social media engagement
more than double the industry benchmark

382,249

likes, comments, shares, saves, and follows in Q3 2023

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