In 1912, Ed Noble revolutionized the peppermint candy market by turning it into a beloved treat known as Life Savers, enhancing its appeal through innovative packaging and marketing strategies.
Life Savers' foray into Australia began in 1921, led by Bill Kirby, whose contributions were instrumental in the brand's expansion throughout Australia and later, Asia.
From the onset, advertising played a pivotal role in promoting Life Savers, utilizing a variety of creative media, including striking rolling billboards featuring custom Dodge cars styled as giant Life Savers.
The 1933 custom Dodge fleet became an iconic part of Life Savers' marketing campaign, effectively capturing public interest and showcasing the brand's playful yet sophisticated identity.
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