SAVING YOU SUMMER SHAME by J. Walter Thompson Sydney for Life Savers

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Industry Candies
Media Promo & PR
Market Australia
Agency J. Walter Thompson Sydney
Director Ralph Van Dijk
Associate Creative Director John Lam
Executive Creative Director Angus Hennah
Art Director Steve Lanello
Copywriter Ben Clare
Released December 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: NESTLÉ
Date of First Appearance: Dec 13 2009 12:00AM
Executive Creative Director: Angus Hennah (JWT Sydney)
Associate Creative Director: John Lam (JWT Sydney)
Art Director: Steve Lanello (JWT Sydney)
Copywriter: Ben Clare (JWT Sydney)
Group Account Director: Paul Coles (JWT Sydney)
Account Director: Fiona Tenaglia (JWT Sydney)
Account Manager: Eleanor Thodey (JWT Sydney)
Print Producer: Danielle Solden (JWT Sydney)
Agency Producer: Amanda Slatyer (JWT Sydney)
Director: Ralph van Dijk (Eardrum)
Music Studio Composer: Olie Chang (Nylon)
Music Studio Producer: Karla Henwood (Nylon)
Media placement: Radio Ads X 3 Radio Ads X 3 - Sydney/Melbourne/Brisbane/Perth/Adelaide (Radio Stations) - 3/1/10
Media placement: Beach Take Over - Sydney/Melbourne/Brisbane/Adelaide (Designated Beaches) - 18/1/10
Media placement: Experiential Activity - Sydney/Melbourne/Brisbane/Adelaide (Sampling) - 3/1/10
Media placement: Instore (Floor Graphics) - Supermarkets/Petrol Stations - 18/1/10
Media placement: Small Format Outdoor - Mobilites (Scooters)/Adshel - 18/1/10

Describe the objective of the promotion.
Lifesavers, the iconic ring-shaped candy, was a brand in decline. It had lost relevance in the marketplace to the point where it was about to become discontinued from grocery chains. The challenge was to launch Lifesavers back into the public with a unique summer promotion that would sit underneath a wider campaign designed to help Australians survive the summer, shame free.

Describe how the promotion developed from concept to implementation
As part of a wider campaign to help Australians survive the summer shame free, we took some classic Australian swimsuits, ‘budgie smugglers’ and created Summer Smugglers: a swimming costume fitted with innovative padding technology specifically designed to help conceal the embarrassing effects of cold water. We distributed them to beachgoers in a series of events around Australia. Guys could save themselves from shrinkage by trading in their old togs for a pair of the Summer Smugglers. They could also confess their most shameful summer moment online in order to win a pair of the limited edition swimsuits.

Describe the success of the promotion with both client and consumer including some quantifiable results
Delivered across media channels as an integrated brand building exercise, the effectiveness of the promotion within the wider campaign enabled Lifesavers to grow by 8% in a matter of weeks. Reaching over 740,000 Australians, the interval between purchases of Lifesavers decreased by 40%, making it the brand’s most successful marketing campaign in over 20 years.

Explain why the method of promotion was most relevant to the product or service
Ever since Clarence Crane developed Lifesavers in 1912 as a treat that wouldn’t melt during the summer, Lifesavers have been synonymous with summertime and the beach. And given that Lifesavers is also a nickname given to the volunteer Lifeguards who patrol Australian beaches every summer, there was a perfect opportunity for the brand to save male beachgoers in a way that resonated with the brand’s fun and slightly ridiculous ideals.