Life Savers Soda, what went wrong?

A BUS 330 Time Machine Rescue Mission


  1. According to the Life Savers candy entered our world in 1912 by chocolate maker Clarence Crane. He wanted to find an alternative sweet treat to chocolate that could better combat the summer heat and Life Savers were born. In the 1980’s Life Savers developed Life Savers Soda “The drink, developed in the 1980s, actually fared well in taste tests. But tanked once in stores.” ( Part of the problem was that consumers in the United States could not separate the candy from the drink and felt the drink would be too sweet and as such not good for them or their children to drink on a regular basis.
  2. Market Research Process

  3. The steps in the market research process are “situation analysis, selection of a marketing strategy, and development of a campaign, followed by execution and measurement.”(White, 2012). The first step is situation analysis which refers to identifying an opportunity to meet a need of consumers. Step two is marketing strategy which is about conducting market research which would lead to the development of the product and what audience to market it to. Step three is campaign development which is about creating a mixture of marketing that covers the development of the product, costs, promotions and implementation. Step four is execution which is about moving forward with the product and monitoring response to it so adjustments can be made if needed.The final step is measurement which uses the market research (such as focus groups and sales numbers) to measure the success of the product launch. Life Savers saw a market that they could get their toes in with the boom in soda sales as it only felt natural to them to turn the flavor of their popular life savers into thirst quenching drinks.
  4. Why did it go so wrong?

  5. As previously stated Life Savers Soda was a hit with focus groups but then failed when released to the general public because of perception. The negative perception of the drink was that because it came from a candy company that it would taste like liquid candy, which is not necessarily a bad thing taste-wise,but many consumers did not think it would be a good thing health-wise plus there is such a thing as something being overly sweet. The step that in the market research process that failed was the campaign development which should have focused the advertising on the fact that this drink was going to be more like regular sodas and not just life savers melted down into a sugary drink.
  6. My Market Research finding that will change history?

  7. Focus the marketing campaign on the fact that the drink is a fizzy soda that will quench your thirst and not an overly sugary drink that will make you thirsty instead.
  8. Results of this time machine change?

  9. People were more receptive to try the product because they did not have a negative perception of it from the start. Now Life Saver Soda is just as popular as fruity soda brands like Fanta.
  10. References

  11. Life SaversMemorable Moments: 100 years of Sharing. (2016) Retrieved from: 

    Down theSink: Life Savers Soda. (2016) Retrievedfrom,28804,1913612_1913610_1913599,00.html 

    White, S. (2012). Principles of marketing. (1st ed.). San Diego, CA: Bridgepoint Education, Inc.Chapter 2: The Marketing Process