Ice Breakers candy's Slogans & Taglines

Ice Breakers is a bold, youth-driven brand of mints and chewing gum that has redefined what it means to stay fresh. Launched by Nabisco's LifeSaver division in 1996 to compete in the breath-freshening market, the brand was acquired by The Hershey Company in 2000 for $135 million—a deal that also brought Bubble Yum and Breath Savers into the Hershey fold. Under Hershey's stewardship, Ice Breakers evolved from a single mint line into a dynamic portfolio featuring the iconic Ice Cubes gum, sour mints, and innovative formats like liquid-filled mints. The brand's taglines—"Break the Ice", "Experience a Flavor Breakthrough", and "Keep Cool. Stay Fresh."—capture its core philosophy: freshness is not just a courtesy, but a social superpower. From early celebrity campaigns with Jessica Simpson and Hilary Duff to the 2020 "Mask Breath Is Real" campaign, Ice Breakers has consistently positioned itself at the intersection of confidence, connection, and playful innovation.