Ice Breakers

The product name says it all – icy, cool, and designed to ease social encounters by providing clean, fresh breath. The Life Savers Division of Nabisco knew they had a great product and name, but for the right packaging, they turned to Dean Lindsay. An extension of the Breath Savers product line, Ice Breakers* needed a design that would convey strong branding and reinforce the “icy cool” concept. The solution was the introduction of holographic foil to the gum category – a first that made Ice Breakers a shelf standout.

*now a Hershey Foods brand