Life Savers's Slogans & Taglines

Life Savers is an American brand of ring-shaped hard candy founded in 1912 by Clarence Crane in Cleveland, Ohio. Originally created as a summer alternative to chocolate—which melted in the heat—the candy was produced using a modified pill-making machine that punched a hole in the centre, giving it the appearance of a life preserver. The original Pep-O-Mint flavour was marketed with the slogan For That Stormy Breath, playing on the nautical theme. In 1913, Edward John Noble acquired the brand for $2,900, introducing tin-foil wrappers and the iconic Still only 5 cents positioning. Core offerings expanded from the original mint to the legendary Five Flavour roll introduced in 1935, alongside later innovations including Gummi Savers, Creme Savers, and sugar-free variants. During World War II, 23 million boxes were supplied to American troops. After corporate transitions through Nabisco, Kraft, and Wrigley, Life Savers is now owned by Mars, Incorporated, remaining one of the most recognisable candy brands in the United States.