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Perfectly imperfect Flintstones Vitamins campaign celebrates the reality of parenting


By Audrey Kemp, LA Reporter

August 10, 2023 | 5 min read

By spotlighting children in their most candid moments, ‘Made for Real Growth’ aims to normalize the beautiful messiness of parenthood.

child with flinstones vitamins

Flinstones Vitamins is debuting brand refresh through a fun social campaign / Credit: Bayer

Flintstones Vitamins, Bayer’s children’s vitamin brand founded in 1968, has today launched ‘Made for Real Growth,’ a new campaign designed to absolve parents of the pressure to be perfect by demonstrating the beautiful and complicated realities of growing up.

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The first segment of Made for Real Growth arrives in time for back-to-school season; it is an array of social media films dubbed ‘The “Perfect“ Script,’ in which, real kids read - and stumble over - a so-called “perfect” script. Throughout the videos, children take on all the big questions, like “Is mommy older than a dinosaur?“ and “Where does zinc come from?,“ culminating into a montage that is equal parts hilarious and charming.

The film was shot in New York and directed by Matthew Pollack, a local award-winning filmmaker known for previously directing over 500 shorts for CollegeHumor.

Other segments, yet to be released, will encompass branded content from a network of content creator families, each of whom will be releasing unscripted, unedited and imperfect videos of their everyday lives.

Immediately following will be the brand’s entrance into kidspodcasting with YouTube famous kids. The names of whom have not yet been disclosed, however Flintstones Vitamins has announced that it will partner as their exclusive sponsor.

According to the brand, the work in its totality signals a comprehensive refresh for the Flintstones Vitamins identity, which includes a revitalized look and a relatable, playful, and clever tone of voice.

“With the introduction of our new brand platform, Flintstones Vitamins is reshaping its marketing strategy to resonate more deeply with parents” said Lisa Perez, general manager and vice-president of Bayer’s nutritional business. “Parenthood is a journey filled with genuine experiences, far from the conventional perfection often depicted.”

Bayer partnered with global independent creative agency AnalogFolk, and AnalogFolk’s production company, Untold Fable, to ideate and develop the creative campaign and brand refresh.

“We all know the societal problems caused by social media projecting an unrealistic image what life ‘should’ look like; the damaging effects on mental health are well documented,”said Bill Brock, founder and chief client officer of AnalogFolk Group.

“This toxic misrepresentation happens organically on the feeds of influencers, creators and everyday people, and this is unfortunate. But when it’s reinforced by brands in their marketing, it’s unforgivable. The reality is parenting and childhood is wonderfully imperfect. With this work, Flintstones - as the market leader - is taking a stand, leading the category in reframing the conversation about what healthy growth looks like - unfiltered, messy, beautiful. I couldn’t be prouder.”

Campaign content begins to roll out today across digital, social, ecommerce and retail channels.


Agency: AnalogFolk

Production Company: Untold Fable

Seeking more creative campaigns? Check out The Drum’s Ad of the Day and Creativity sections.

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