Part 3/15:
Frank’s son, Bob Vlic, entered the scene in the 1960s. Unlike his father, Bob was not interested in pickle craftsmanship; he was captivated by marketing and branding. This adoption of branding was revolutionary at the time, as the 1960s marked the dawn of modern consumer advertising. Companies like Gatorade, Barbie, and Pringles flourished by investing heavily in television, radio, newspapers, and celebrity endorsements—building brand loyalty that turned everyday products into household icons.