HOW WE EXPAND
WHILE CULTURE, STYLE, AND OUR UNDERSTANDING OF NUTRITION HAVE EVOLVED OVER TIME, FLINTSTONES VITAMINS HAS REMAINED A UBIQUITOUS PRESENCE IN FAMILY HOMES.
THE KIDS OF THE 80S AND 90S, ARE THE MOMS OF TODAY—EAGER TO PASS ON THE FLINTSTONES TRADITIONS TO THEIR CHILDREN.
Genuine, wholesome and cinematic, the OLV will set the nostalgic tone by portraying how consistent Flintstones Vitamins has been in the lives of millennial moms.
We’ve been with moms since childhood and will continue to be there in motherhood.
Digital Personalization
We will identify a series of potential HVA’s and develop digital content specifically catered to them.
HVA's
SILKY MOMS Powerhouse, middle/upper income, goal-oriented, efficient. 25-40 yo with kids 2-5 years old. Established in a suburban and second-city lifestyle, she juggles numerous responsibilities between caring for her child, her career, and actively managing the hustle and bustle of everyday life.
LATINX MOMS Ethnically diverse, with media consumption reflecting cultural insight. She is a strong and powerful character that wears many hats. She takes pride in embracing her Hispanic culture while facing the challenges of being a modern mom. She creatively finds a balance between both cultures to nurture her family, encouraging her children to enjoy cultural richness.
*It is acknowledged that the information, ideas, concepts and initiatives contained in this proposal are for Bayer’s consideration and do not reflect Bayer’s views or positions. Any and all programs, claims and initiatives are subject to Bayer’s express approval before implementation.
:15s The Multigenerational Multivitamin Script
We rewind the clock and start the scene in the 80s. It’s Saturday morning and a mom and daughter are in the kitchen getting ready for breakfast.
The mother grabs a box of cereal from the pantry as the child turns on the tv to her favourite show. The theme song to Flintstones starts:
DAUGHTER VO (MILLENNIAL MOTHER) : Yeah!!! Yabba-dabba-doo!
The mother turns back to the pantry. She grabs a bottle of Flintstones Vitamins, tapping one into her hand and playfully handing it to her daughter.
MOM VO (BABY BOOMER) : Are you ready for Freddie?
The daughter takes the vitamin from her mom. Upon doing so, the camera zooms into focus on the vitamin, spinning and transitioning into a future scene. We are now in 2023, seeing the same scene played out with different—but similar—actors. As the mom playfully hands her daughter the vitamin, she says:
MOM VO (MILLENNIAL MOTHER) : Are you ready for Freddie? Yabba - dabba- doo
Viewers now realize the mother of 2023 is the child of the past, passing on traditions as she passes the Flintstones Vitamin.
SUPER: Flintstones the multigenerational multivitamin
