Life Savers is turning 100, 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.
The 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, 2012.
"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 in a prepared statement. "For 100 years, people have used Life Savers as a token of sharing – it's time to share with causes that matter to them."
In summer 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 WWII, 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.
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.
To learn more about the Life Savers100th celebration, more of the history and participate in Connect for A Cause, visit the anniversary hub at www.Life-Savers.com. We'll also include updates at our Facebook sites, www.Facebook.com/LifeSaversGummies and www.Facebook.com/LifeSaversMints.
Donations will be made up to $250,000 across all charities. Charities were selected through a partnership with nonprofit JustGive, a destination for online charitable giving. For full terms and conditions, a Life Savers timeline and a complete list of participating charities please visit www.LifeSaversShareRing.com.
