The Innocent Archetype revolves around purity, simplicity and optimism. This archetype is identified for its emphasis on childlike wonder and positive expressions that make it more uniquely appealing compared to the other 12 Brand Archetypes. The Innocent archetype may come off as naiive but at the same time it can promote positivity and the belief in the innate goodness of all people.
Before exploring some examples of Innocent brands, let’s talk about The Innocent Archetype in film and how this archetype has created some of the most iconic and memorable characters.
The Innocent Archetype in Film
In film, The Innocent archetype can be seen in Dory (Ellen DeGeneres) from Finding Nemo who just loves to sing and have fun but hopes to one day find Nemo. She is also fluent in speaking “Whale.”
“KISS: Keep It Simple Silly!”
DESIRE: Yearn for paradise
PERSONALITY TRAITS: Optimistic, Simple, Virtuous, Pure, Sweet, Cheerful, Curious
EXAMPLES: Coca Cola, Innocent Smoothies, World Wide Fund, Volkswagen, John Lewis, Etsy
Examples of the Innocent Archetype
Brands that fall into this category will appeal to consumers who value the simple pleasures of life at lower or moderate prices. Innocent brands may also be more suited for younger audiences. The qualities of Innocent brands can be seen in their insightful messages, products, campaigns and experiences that are carefully crafted to enhance their image. Below are 5 examples of Innocent archetype brands as well as how they use video commercials to tell their story in unique ways. By studying their commercials, we can gain a better understanding of the essence of these brands.
1.) Innocent Smoothies
Innocent Smoothies is widely known for their fruit smoothies and healthy drinks. But one thing that customers love the most is their simplicity and playful personality, combined with their commitment to sustainability and health. Innocent Smoothies can be described as simple, light-hearted and friendly with a touch of humor and this can be seen in everything from their packaging to their social media presence and commercials. Below was an example of how they use commercials to express their personality in unique way.
2.) Volkswagen
Volkswagen has appealed to a wide range of consumers for decades. One of their most iconic and successful campaigns of all time was their “Think Small” campaign which enhanced their positioning as a brand that revolves around simplicity. This was very different from other cars at that time that were larger and made bolder claims.
Their Think Small campaign used minimalist design with simple messaging that stood out from other advertisements that were more crowded and elaborate. Volkswagen is admired for their commitment to safety. They still connect with customers today through their honesty, simplicity, and humor. Below is a more recent commercial that blends humor with simple everyday life.
3.) Coca Cola
Coca Cola is another brand that has mastered the art of connecting emotionally with customers. It isn’t just about their soft drinks. It is more about the sense of happiness, sharing and togetherness that people associate with the brand. Coca Cola is a fine blend of both The Magician and The Innocent Archetype. Their marketing messages and visual expressions often emphasize the simple pleasures of life. Below is their Happiness Factory campaign which a lot of people still recognize from their childhood.
4.) John Lewis
John Lewis is a British retailer that offers a wide range of quality products from home furnishings to clothing. But their Christmas Ads have become a cultural phenomenon in the UK over the years. Through their commercials, they convey themes like love, kindness and community in ways that resonate with the public. Below is an example of a popular campaign by John Lewis.
5.) Hallmark
Hallmark is a classic American brand that is well-known for their greeting cards, gift items and ornaments that celebrate life’s special moments. Through their heartfelt messages and touching sentiments, they connect emotionally with audiences while also capturing the essence of human connection.
Their campaigns often create a sense of warmth and they excel at evoking deeper emotions that tug at heartstrings. Hallmark can be considered a fine blend of both The Magician and The Innocent Archetype because of how they celebrate magical moments while conveying themes like family, and friendship. Below is an example of a classic commercial from the 90s.
In conclusion, The Innocent brand archetype has a unique ability to create desire by drawing attention to the simple pleasures of life. Brands that embody the Innocent archetype are admired for their simplicity, purity, and honesty that can also be expressed with a touch of playfulness.
Some perfect examples of The Innocent Archetype are Innocent Smoothies, Volkswagen, Coca Cola, John Lewis and Hallmark. This archetype can also be seen in film and in other aspects of popular culture. So which Innocent brands do you admire the most and why? Let us know in the comments below.
If you enjoyed this article then you may also enjoy my previous one on The 12 Brand Archetypes.
