Life Savers, a renowned Australian confectionery brand with over a century of history, was confronting a stagnation crisis. Once a household name, Life Savers had seen its relevance and brand awareness among Australian consumers progressively diminish.
However, Darrell Lea, after acquiring the brand, aimed to resurrect Life Savers. Their mission was not just to rejuvenate the brand, but to broaden the product range, establishing a refreshing identity for the masterbrand.
Life Savers Brand Launch