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    The Innocent

    Innocent brands
    promise simplicity


    The Innocent archetype is characterised by a childlike approach to the world. They are optimistic and believe if they try hard, everything will be OK. The danger in this is indiscriminate trust and the setting of unrealistic goals.

    Innocent brands

    are good at moving through barriers - they naturally have attributes of being idealistic, optimistic and hopeful. They tend to see the positive in any situation, maintaining faith in their ideals and motivate others to also believe that everything will work out in the end.


    • Innocent smoothies, Coca Cola, Red Cross

    The innocent desires to be free and happy, and their biggest fear is to do something wrong and be punished for it.

    Suitable for brands that:

    • Offer a simple solution to an identifiable problem. 
    • Associate with goodness, morality, nostalgia or childhood.
    • Are low or moderately priced.
    • Need to be differentiated from brands with poor reputations.

    The Innocent is also known as:

    • Idealist/Utopian: Lives through belief in the perfect world or a set of ideals.
    • Traditionalist: Remains loyal to and maintains faith in simple values and virtues.
    • Perseverer: Stays the course and goes “where angels fear to tread”.
    • Optimist: Believes in the power of positive thinking.
    • Cheerleader: Encourages and cheers on others.

    Core Desire:

    • to get to paradise.

    Best sides: 

    • optimistic, honest and enthusiastic.

    Worst sides:

    • irritating, boring and childish.

    Advertising message:

    Straight-talking, idealistic, pure,simple, trustworthy. The innocent client is naturally drawn to optimistic brands, seeing positivity in any situation.. Guilt-inducing and threatening advertising will drive them away. 

    Key emotion:


    Advertising imagery:

    Natural, clear and unfussy. Not using too many accessories and props on the images.

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