A bedrock American brand

I stumbled on an interesting discussion about Flintstones Vitamins – and how this brand, which is based on a TV show that hasn’t produced a new episode since 1966, remains the best-selling children’s vitamin in the US.

There is something fascinating about the power of nostalgia in children’s products.  Lego turned itself around by appealing to the nostalgic connection parents have with the brand – and parents buy their kids Legos in a bid to extend that tradition to the next generation.  The most popular cereal brands in the US, many of which are aimed at children’s palates, haven’t changed in 40 years. 

The magic of Flintstones Vitamins is similar.  My parents bought it for me, so now I try to extend those warm childhood feelings to my children, and then they do it for their children, and on and on. Eventually, no one remembers the show, but it doesn’t matter.  The brand extension carries more meaning today than the original brand. As one professor points out, “People who had these products when they were kids are still buying them for their kids, but probably also for themselves to some extent.”

It is something interesting to explore in brands that are old – especially if they are aimed at children but even if they aren’t.  What do those memories represent for people and how does the brand fit within that story you are telling yourself about your childhood?