I was driving with my teenage daughter when she pointed out a Fisherman’s Friend billboard.
“Those are big now,” she said. “All my friends know about them.”
The last time I’d thought about Fisherman’s Friend was when (much) older relatives used to suck on those strong-smelling lozenges.
My wife had an uncle known for his fondness of them. (It happens he lived on the coast and owned a fishing boat.)
The product hasn’t changed much since pharmacist James Lofthouse created it in 1865 for North Atlantic fishermen battling harsh conditions.
It was actually not named by Lofthouse himself, but by his actual fisherman customers who loved it.
Same powerful menthol, eucalyptus and licorice kick. Same distinctive paper packet. The lozenges even have the same distinctive shape as the original version.
But something interesting is happening.
A brand that started in Fleetwood, Lancashire to help fishermen cope with brutal ocean conditions is suddenly appearing in Gen Z social feeds and on urban billboards.
This is what I love about product evolution: Sometimes the oldest, most unchanging brands find surprising new life.
Not by chasing trends or updating formulas (although Fisherman’s Friend has added new flavours and sugar-free versions), but mostly by being exactly what they’ve always been.
Your tank brain yearns for authenticity and tradition. A product that’s stayed true to its purpose for 160 years has a story worth telling.
Action for today: Think about your product’s origin story. Do any elements feel too “old school” to highlight? Those might be exactly what makes you interesting to new audiences, and leverages that you’ve been around the block a few times.
Need help finding that authentic brand story? Let’s talk about connecting across generations — check out Graphos Product or tap reply.
Laurier
Product Payoff: Consider this twist: Dr. Martens boots were created as comfortable orthopedic shoes for older women. Then British workers adopted them, punk rockers claimed them, and they’re back as a Gen Z fashion staple. I went through several pairs of various styles and colors in the 1990s, following in the Docs-steps of my amazing sister. Sometimes your next audience finds YOU.