The Green Team (a.k.a. "Reefer Mad Men")'s brand hack presentation for candy at Digiday Agency Innovation Camp in Vail, CO - August 25, 2015.

1. Life Savers
8.25.15

2. The Hole Situation
Moms love Life Savers.
But the love isn’t quite there with young
transitionals yet…
How do we make Life Savers relevant to a
new, younger audience and spark
conversation?
2

3. Life is Hard for the Young Transitional
Trend-seekers
I’m influenced by what’s hot: 159
Celebrity endorsement may
influence me: 182
Socially Connected
Connects with brands through
social media: 195
Use social media to stay in touch
& make new friends: 154 & 343
Young Transitionals, 19 – 24
• Ambitious
• Under Pressure
• Focused on self-growth
Source: 2014 GFK MRI, Spring
Appreciate Humor
Say: “My philosophy is Life should be as
much fun as possible.”: 164
Comedy #1 Movie Genre Consumed: 163
Watched Comedy Central in the past 7
days: 188
3

4. Humor is Trending in the Candy-landscape
Absurdist SillyWacky
4

5. The O-pportunity
Young transitionals need more than just
silly humor to save them from drowning in
the stresses of emerging adulthood.
HUMOR + UTILITY X RELATABILITY
= THE LIFE SAVERS SWEET SPOT
5

7. Meet the Life Savers Coach
She’s a hilarious and
irreverent buddy
who helps young
transitionals
navigate real
challenges,
empowering them
with Live Savers to
“save” themselves.
7

8. The Life Savers Coach
LOVECAREER LIFE
provides funny personalized advice for

9. The Real Life Savers Experience
LAUNCH ACTIVATION
Graduation marks the start of real life, and the Life Savers Coach is about to
make it a whole lot easier.
Launch Real Life Savers Center at 5 colleges:
• Life Savers Coach and influencer squad
facilitate career “aptitude” tests
• Socially-enabled “corporate headshot”
photobooth
• Virtual reality station: Cubicle Simulator
• Real Life Starter Kit giveaway (with free
ties and socks)
• Barber for haircuts
• Invite influencers and media
• Share videos and vignettes via social channels
9

10. The Best Roll For You
CAREER
CAREER APTITUDE TEST
Which career should you pursue?
You got: Bangladeshi Goat Farmer
You’re a free spirit who is
most at ease in the company
of a faithful goat. Your innate
leadership skills empower
you to guide the herd from
field to field without missing
a bleat.
10

11. Be the Love Saver
Relationship Advice Generator
LOVE
11

12. Life-Saving the Day
#CatchALifeSaver
LIFE
12

13. The Big Rollout
May 2016 April 2017
Brand
Campaign
Cultural
Activation
Surprise&
Delight
Mid TermsValentine’sGraduation
Launch social
channels
Real Life Savers
Experience
LAUNCH
Career Aptitude
Test
Love Advice
Generator
#CatchALifeSaver
Campaign cost: $1MM
HolidaysMusic Festivals
ONGOING SOCIAL CONTENT & SUSTAINMENT

14. Thanks for sticking
around!