Life Savers take the boredom out of your mouth. We realized LifeSavers was being sold most in the subway stations, where people are most bored. Using this insight to our favor, we created a subway heavy campaign where we challenged people to break their boredom.
Candy Crush still has a loyal fanbase of over 250 million users. So we'll partner with Candy Crush to crush the boredom in subways. In the takeover, people are encouraged to crush Life Saver and have a little fun in the process.
Jess Leonard / Art Director
Tom Preston / Copywriter