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Life Savers Celebrates 100th Anniversary

Last updated on August 16th, 2012 at 11:50 am

Life Savers is turning 100 years old and, to celebrate a century of sharing simple but meaningful connections between people, the iconic brand is giving back to charities that matter to its fans.

Life Savers 100th anniversary logoThe giving campaign, called Connect for a Cause, works like this: people can participate by entering the code on specially-marked 100th anniversary packages of Life Savers hard candies, mints and gummies at www.LifeSaversShareRing.com.

For every code entered, a $1 donation will be made through JustGive to the charity chosen by each participant from 100 charities already identified at www.LifeSaversShareRing.com.

The program continues through Aug. 31.

“We’re doing something special to spotlight the 100th birthday of Life Savers because we believe our fans deserve it,” said John Starkey, director of confections for Wrigley. “For 100 years, people have used Life Savers as a token of sharing—it’s time to share with causes that matter to them.”

An American icon is born

Here’s a look back at Life Savers’ journey to 100 and some key milestones:

• In the summer of 1912, chocolate-maker Clarence A. Crane invented the original Pep O Mint flavor to create a candy that could withstand the summer heat. Crane called them Life Savers because they looked like little life preservers;

• During World War II, other candy manufacturers donated their sugar rations to keep Life Savers in production so the candies could be shared with Armed Forces as a tasty reminder of life at home;

• Life Savers helped pioneer advertising and marketing tactics like sampling and in-store displays; and

• Since 1912, Life Savers flavors have included Cl-O-Ve, Lic-O-Rice, Cin-O-Mon, Vi-O-Let, Choc-O-Mint, Molas-O-Mint, Lemon-Lime, Cola and many more.


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Featured Photo PLMA Annual Private Label Trade Show
Donald E. Stephens Convention Center
Chicago, Illinois
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