Anthropomorphic packaging on the march. (from a wartime Life Savers ad) During World War II it was de rigueur for companies to tout their contributions the “war effort” in their advertising. This candy-as-cannon-fodder ad was pretty typical of the time.
Now a subsidiary of Kraft Foods, Life Savers got its start when chocolate manufacturer Clarence Crane in 1912 invented them as a "summer candy" alternative that could withstand the summer heat without melting. Noting their resemblance to miniature life preservers, he named them Life Savers. (The ring-shaped life preservers were a new safety device instituted after the sinking of the Titanic.) He registered the trademark, but wound up selling the rights to his peppermint candy to Edward John Noble for $2,900.
Edward John Noble (1882–1958) was born in Gouverneur, NY and educated in the public schools. He attended Syracuse University and graduated from Yale in 1905. He founded the Life Savers Candy Company in 1913.He was the first chairman of the Civil Aeronautics Authority. He also served as Undersecretary of Commerce under President Franklin D. Roosevelt, 1939–1940. in 1943, following the FCC’s decree that RCA divest itself of one of its two radio networks, he founded the American Broadcasting Company (ABC) when he purchased the NBC Blue Network.
(See the entire wartime Life Savers ad, after the jump…)
Beach Packaging Design