As part of a wider campaign to help Australians survive the summer shame free, we tooksome classic Australian swimsuits, ‘budgie smugglers’ and created Summer Smugglers: aswimming costume fitted with innovative padding technology specifically designed tohelp conceal the embarrassing effects of cold water.

We distributed them to beachgoers in a series of events around Australia. Guys could savethemselves from shrinkage by trading in their old togs for a pair of the Summer Smugglers.

They could also confess their most shameful summer moment online in order to win a pair ofthe limited edition swimsuits.

Delivered across media channels as an integrated brand building exercise, the effectiveness of the promotion within the wider campaign enabled Lifesavers to grow by 8% in a matter of weeks. Reaching over 740,000 Australians, the interval between purchases of Lifesavers decreased by 40%, making it the brand’s most successful marketing campaign in over 20 years.