The Outlaw

The Outlaw archetype is disruptive, rebellious, and combative by nature but in a way that aspires to create revolution. These brands challenge the status quo, defy norms, and disrupt industries with their nonconformist approach. Outlaw brands appeal to consumers who are drawn to edgy, adventurous, and unconventional lifestyles. They embrace risk-taking, pushing boundaries, and standing out from the crowd. The brand stands for freedom and should inspire change and disruption of the status quo through resisting conformity. Keywords: Liberation / Righteousness / Change / Freedom / Empowerment / Independence / Rebellion

• Jack Daniel’s: is known for its nonconformist and rebellious image, which is reflected in its branding and marketing. Originating from Tennessee whiskey-making traditions, Jack Daniel’s has a long history related to the independence, defiance of authority, and a rebel spirit. The brand’s iconic founder, Jack Daniel himself, was known for his independent streak and refusal to obey the norms. This rebellious character is reflected in the brand’s marketing, which often celebrates individualism, self-expression, and living on one’s own terms. “‘Make it Count’ carries the message of Jack’s bold, independent spirit,” said Matias Bentel.
• Jägermeister: symbolises the essence of “The Outlaw” archetype with its rebellious and daring image. Renowned for its bold and unconventional flavour profile, Jägermeister has cultivated a reputation as a drink for those who march to the beat of their own drum. The brand’s edgy marketing campaigns and association with nightlife and party culture further reinforce its outlaw persona, appealing to free spirits and rule-breakers who are unafraid to defy conventions. One of their brand values is to be “bold” they say “We write our own rules and don’t hold back”
• Absolut Vodka: the Swedish vodka brand, has embraced a bold and rebellious approach to its marketing and advertising campaigns. Known for its iconic bottle design and creative print ads featuring different artists. By embracing creativity, individualism, and a spirit of nonconformity, Absolut has reflects the Outlaw archetype, appealing to consumers who value authenticity, freedom of expression, and breaking away from the mainstream.
• Taco Bell: with their slogan “Live Más” they reflect a brand that is rebellious, unconventional, and edgy. Not only by they different colour palette for a fast food chain but in Its marketing campaigns often feature bold and unconventional promotions, menu items, and advertising strategies that challenge traditional norms in the fast-food industry. Taco Bell’s branding emphasises fun, irreverence, and a sense of rebellion.

The Magician

The Magician archetype is mystical, reassuring, and informed. It’s focuses on facilitating dreams and is optimistic about a better future for tomorrow. Their power is making things happen. A Magician Archetype embodies transformation, innovation, and the power of imagination they want to improve the lives of their customers in a magical or mystical way. Keywords: Transformation / Vision / Belief / Creativity / Transparency / Mystique

• Coca-Cola: the global beverage giant, has a long history of innovative marketing campaigns and product launches that have captivated audiences worldwide. The brand continually seeks to enchant consumers and evoke positive emotions through its products and storytelling. Coca-Cola’s ability to create magical moments and emotional connections with consumers reflect the transformative power of “The Magician” archetype.
• Snicker: we can related to this brand archetype for its ability to magically transform hunger into satisfaction with its unique combination of ingredients. Snickers bars are known for their clever marketing campaigns focused on the concept of hunger satisfaction, often featuring humorous and imaginative scenarios. Through its branding and messaging, ‘You’re not you when you’re hungry,’ Snickers effectively positions itself as a magical antidote to hunger, making it a beloved choice for consumers seeking a satisfying and indulgent snack.
• Oreo: a playful, fun and innovative cookie that represents that with a simple twist you could change the world. One of their latest marketing campaigns is “Imagine a world where the twist of an OREO could change everything. Literally everything.”. This gives like a magical power to each Oreo that with the twist some historic facts have happened because of it. This mystical approach is proper of the “Magician” archetype.
• Fanta: its vibrant and colourful branding reflects its playful and imaginative approach to marketing. Like a magician, Fanta transforms ordinary moments into extraordinary experiences, enticing consumers to indulge in a sense of wonder and excitement with every sip. Through its captivating advertisements and quirky packaging, Fanta invites consumers to escape into a world of fantasy and fun, where anything is possible.

The Hero

The Hero archetype is honest, brave, and candid. They believe they can make the world a better place and aim to inspire others to do so. Grit and determination stand at the heart of the hero. A Hero Archetype is a brand that wants to change the world for the better. The brand wants to help their audience be their best. They aim to inspire hard work and growth. Keywords: Courage / Growth / Mastery / Strength

• Gatorade: is known for its association with athletes and sports, positioning itself as a source of hydration and energy for champions. The sports drink brand, reflects the spirit of athleticism, constancy, and triumph. Gatorade inspires consumers to push their limits and strive for greatness. The brand’s marketing campaigns often feature stories of perseverance, determination, and triumph, highlighting the role of Gatorade in fuelling athletes’ success. “Gatorade: Is it in you?”
• Weet-Bix: is a popular breakfast cereal in Australia, the brand emphasises the importance of starting the day right with a nutritious breakfast that provides energy and strength. Weet-Bix’s messaging often revolves around themes of vitality, resilience, and fuelling everyday heroes, such as athletes and busy families, who rely on the cereal to power through their day.
• Milo: is a popular chocolate beverage, particularly in its marketing aimed at children and teenagers. The brand promotes Milo as a source of energy and vitality, positioning it as a hero’s drink that fuels active lifestyles and adventurous spirits. Milo’s association with sports, outdoor activities, and childhood nostalgia evokes feelings of empowerment, resilience, and fun, aligning with the heroic qualities of strength and courage. “Our mission is to fill you with nourishing goodness and energy – not just positive energy that gives you the self-belief to perform at your best, but also physical energy to get through your increasingly active, busy days.”
• Budweiser: Budweiser is often associated with patriotism and American values, positioning itself as a symbol of national pride and unity. The brand’s iconic advertising campaigns, such as its Clydesdale horses and support for military veterans, convey a sense of heroism and community spirit, resonating with consumers who value tradition and solidarity.

The Lover

The Lover archetype is empathetic, soothing and sensual. This archetype demands undivided attention with a focus on intimacy and desire. A Lover Archetype is a brand that allows their audience to experience intimacy, romance, and sensual pleasure. The brand helps their audience to feel more attractive and is luxurious, premium and highly desired. Lover brands strive to build meaningful relationships with their customers based on trust, understanding, and emotional connection. Keywords: Sensuality / Closeness / Indulgence / Romance / Intimacy / Desire

• Magnum: reflects the brand archetype of “The Lover” through its luxurious and indulgent branding. Magnum offers a sensory experience that appeals to the romantic and sensual side of consumers. The brand focuses on quality, sensuality, and elegance, creating a product that evokes feelings of pleasure and sophistication. Magnum’s seductive advertising campaigns often show the ice cream bars as a symbol of indulgence and desire. Magnum cultivates a loyal following among those who appreciate life’s little luxuries and crave moments of indulgence. Magnum’s slogan makes their archetype very obvious as it says “True to pleasure”.
• Godiva: is synonymous with luxury chocolate, offering a range of gourmet chocolates, truffles, and confections. Godiva positions itself as a lover by creating products that celebrate the art of chocolate-making and inspire moments of indulgence, romance, and sensory pleasure through it branding and marketing campaigns, like “Chocolate never felt so good.”
• Chambord: is a premium black raspberry liqueur known for its deep, complex flavour and striking packaging. The brand’s marketing often emphasises its French heritage and romantic associations, portraying Chambord as a symbol of elegance, indulgence, and charm. With its stylish bottle design and rich, fruity taste, Chambord embodies the qualities of a lover, captivating consumers with its sensual appeal and luxurious charm. “Make The Moment Magnifique”
• Raffaello: embodies the essence of “The Lover” archetype with its elegant and romantic appeal. Known for its delicate white chocolate-coconut confections, Raffaello offers a luxurious treat that evokes feelings of love, sophistication, and indulgence. By tapping into the emotions associated with love and luxury, Raffaello establishes a strong emotional connection with its audience, making it a beloved choice among discerning consumers seeking moments of indulgence and romance.

The Jester

The Jester archetype is fun-loving, optimistic and wants to make the most of life. It represents the playful side of human-nature and not taking things too seriously. The Jester enjoys bringing joy to others. A Jester Archetype is a brand that allows their audience to experience joy and live their life in the moment. They feel compelled to brighten their customers day with their upbeat and humorous persona. EMOTIONS: Laughter / Happiness / Positivity

• Skittles: Skittles, a popular candy brand, embodies aspects of “The Jester” archetype through its colourful and quirky branding and marketing campaigns. The brand’s playful advertisements, featuring absurd and humorous scenarios, appeal to consumers’ sense of fun and whimsy. Skittles’ bold flavours, vibrant packaging, and irreverent slogans contribute to its image as a brand that doesn’t take itself too seriously. By embracing humour and creativity, Skittles creates memorable and engaging experiences for its audience, reinforcing its status as a beloved and entertaining candy brand.
• M&M’s: M&M’s, a well-known chocolate candy brand, embodies aspects of “The Jester” archetype through its iconic characters, witty advertisements, and playful branding. The brand’s colourful candy-coated chocolates and whimsical packaging designs appeal to consumers of all ages, evoking feelings of nostalgia and joy. M&M’s marketing campaigns often feature the brand’s animated characters engaging in humorous and mischievous antics, creating memorable and entertaining experiences for consumers. By leveraging humor and creativity, M&M’s maintains its status as a fun and beloved candy brand that brings smiles to faces around the world. Their brand mission is “We help people feel included by championing fun as a way to share our true-self and connect with others.”
• Doritos: Doritos, a popular snack brand owned by PepsiCo, may align with “The Jester” archetype in its branding and marketing. The brand’s bold flavours, dynamic packaging designs, and edgy advertising campaigns reflect its irreverent and playful personality. Doritos’ commercials often feature humorous and over-the-top scenarios, appealing to young and adventurous consumers seeking excitement and entertainment. By embracing humour and creativity, Doritos creates a sense of fun and spontaneity around its brand, encouraging consumers to embrace their bold and adventurous spirit while enjoying its snacks.
• Cheetos: They perfectly embodies the brand archetype of “The Jester” with its bold and playful personality. From its vibrant packaging to its whimsical advertising campaigns, Cheetos consistently delivers a sense of fun and excitement to consumers. The brand often employs humour and irreverence in its marketing, encouraging consumers to embrace their playful side while indulging in its cheesy snacks. Cheetos’ quirky and unconventional flavour combinations, along with its iconic mascot, Chester Cheetah, further reinforce its status as a brand that doesn’t take itself too seriously. You just can’t eat a CHEETOS® snack without licking the signature “cheetle” off your fingertips.

The Every-person

The Every-person archetype is relatable, honest and friendly. The focus is honesty, authenticity and offering others a sense of belonging. They want everyone to get along. An Every-person Archetype is a brand that allows their audience to feel connected and offers a sense of belonging. They don’t like to be controversial or confrontational, instead are friendly, reliable and trustworthy. EMOTIONS: Equality / Belonging / Inclusion

• McDonald’s: McDonald’s, a renowned fast-food chain, embodies aspects of “The Everyman/Everywoman” archetype by offering affordable and familiar menu options that appeal to a broad demographic of consumers worldwide. McDonald’s provides a convenient and accessible dining experience for people on the go. The brand’s focus on family-friendly environments, value meals, and beloved menu items like the Big Mac and Happy Meal resonates with everyday individuals seeking quick and satisfying meal options. Their brand mission is “To make delicious feel-good moments easy for everyone.”
• Nestlé: Nestlé, a multinational food and beverage company, embodies characteristics of “The Everyman/Everywoman” archetype through its diverse product portfolio and focus on everyday nutrition and enjoyment. Nestlé offers a wide range of affordable and accessible food and beverage options that cater to the everyday needs and tastes of consumers worldwide. The brand’s commitment to quality, convenience, and innovation resonates with everyday individuals seeking delicious and convenient solutions for their daily lives. Their brand purpose is “to unlock the power of food to enhance quality of life for everyone, today and for generations to come”.
• Coles: Coles, one of the largest supermarket chains in Australia, embodies characteristics of “The Everyman/Everywoman” archetype by catering to the everyday needs of consumers. With its wide range of affordable products, diverse offerings, and accessible locations, Coles appeals to a broad demographic of shoppers seeking convenience and value. The brand’s emphasis on everyday essentials and budget-friendly options reflects its commitment to serving the needs of ordinary Australians. “Our purpose is Helping Australians eat and live better every day.” It’s important that our values represent the voice of our team members, which is why we’ve co-created them by our people for our people, with our diverse teams across all areas of our business.
• Hello Fresh: Hello Fresh embodies “The Every-Person” archetype, providing easy, convenient meal solutions for a diverse audience. By delivering fresh ingredients and simple recipes to customers’ doorsteps, it caters to busy individuals and families alike, offering accessible culinary experiences without the hassle. Through its inclusive approach and focus on affordability and convenience, Hello Fresh appeals to the everyday consumer, making homemade meals a feasible and enjoyable option for all. “We believe everyone deserves honest, delicious food. That’s why we make it super simple to prepare homecooked meals that bring out our inner creator and bring us together with loved ones.”Because good food nourishes our bodies. And great food nourishes happiness. Committed to affordable, time-saving meals that fit any lifestyle and budget.

The Caregiver

The Caregiver archetype is warm, reassuring and caring. It believes that everyone deserves to be cared for and we should all show compassion towards each other. A Caregiver Archetype is a brand that allows their audience to feel protected and safe. The brand is in it for the long haul, offering help not just in a crisis but trying to prevent harm beforehand. The brand is selfless and determined to do the right thing. EMOTIONS: Support / Service / Gratitude

• Campbell’s: an iconic soup brand, embodies characteristics of “The Caregiver” archetype through its comforting and nourishing products that evoke feelings of warmth, comfort, and care. The company seeks to make people feel good, giving them a sense of satisfaction. The brand’s commitment to providing wholesome and comforting foods aligns with the values of caregivers who seek to nurture and comfort their families with nourishing meals. Part of their brand purpose says “to make food that is delicious, affordable, and prepared with care”. Their first brand value is Care “We care about each other, our consumers and customers, the communities we serve, and the planet we share.”
• Danone: Danone, a multinational food-products corporation, resonates with “The Caregiver” archetype through its portfolio of dairy products, plant-based alternatives, and specialised nutrition offerings designed to support consumers’ health and well-being at every stage of life. The brand’s commitment to promoting health, sustainability, and social responsibility aligns with the values of caregivers who seek to make positive choices for themselves and their loved ones. Their brand mission is “BRINGING HEALTH THROUGH FOOD TO AS MANY PEOPLE AS POSSIBLE.” “Our four core ‘HOPE’ Values: HUMANISM, OPENNESS, PROXIMITY and ENTHUSIASM are our “moral compass”.
• Quaker Oats: Quaker Oats, a renowned brand known for its oat-based products, embodies aspects of “The Caregiver” archetype through its focus on promoting health and nourishment. Quaker Oats provides wholesome and nutritious options that aim to support consumers’ well-being and vitality. The brand’s commitment to providing convenient and accessible breakfast solutions aligns with the values of caregivers seeking to nourish themselves and their families with wholesome foods.
• Harris Farm Markets – A family-owned grocery chain specialising in fresh produce and gourmet food products, emphasising quality, sustainability, and supporting local farmers. Harris Farm Markets exemplifies the caregiver archetype by prioritising the well-being of its customers, employees, suppliers, and the wider community. Through its focus on quality, service, community engagement, health, and sustainability, the brand nurtures relationships and fosters a sense of care and support in everything it does. “From sustainable initiatives like Imperfect Picks, to showing love for local farmers and producers, we believe that all our actions can make a real, positive difference.”

The Ruler

The Ruler archetype is commanding, refined and very articulate. They have a desire for power, control and believe in rewarding excellence in work and life. A Ruler Archetype is a brand that allows their audience to feel in control and dominate in their lives. The brand offers products or services that increase the prosperity and success of their customers. They are confident and responsible and like to see the same in others. EMOTIONS: Power / Status / Success

• Dom Pérignon: A renowned champagne house, Dom Pérignon champagne is synonymous with elegance and refinement. The brand’s rich history, exclusive offerings, and association with opulent lifestyles position it as a ruler in the world of fine beverages. A clear example is the statement in the 17th century, Dom Pierre Pérignon declared his intention to “make the best wine in the world.” You can also appreciate it through their branding, website, packaging and marketing.
• Chivas Regal: A solid whisky brand that exudes control, status and the aim to dominate your own life. One of their marketing campaigns is “From humble beginnings to regal occasions, we rise. It’s time to create your own history.” A bold, yet luxurious feel in their visual identity and a sense of exclusivity and success, as they share their own success story with their customers.
• Grey Goose: Positioned as a luxurious Vodka from the French Alps. Their branding and social media reflects sophistication, wealth and exclusivity. This brand it is an example of the “Ruler” for its excellence and confident. Their market themselves as a high end vodka, show on their collaboration with Paris Hilton.
• Gordon Ramsay epitomizes the brand archetype of “The Ruler.” As a renowned chef, restaurateur, and television personality, Ramsay embodies authority, expertise, and excellence in the culinary world. His meticulous attention to detail, uncompromising standards, and relentless pursuit of perfection reflect the traits of a true leader and visionary. Through his successful restaurants, acclaimed television shows, and bestselling cookbooks, Ramsay exerts a commanding presence in the food industry, setting the standard for culinary excellence and innovation. Like a ruler, Ramsay commands respect and admiration from both his peers and his audience, establishing himself as a formidable figure in the realm of gastronomy. His strong personality, unwavering determination, and unparalleled culinary skills solidify his position as a leader and influencer in the food world, making him a quintessential example of “The Ruler” archetype.

The Creator

The Creator archetype is daring, provocative and inspirational. They’re passionate about being original and imaginative and love to create something new and different to share with the world. A Creator Archetype is a brand that allows their audience to feel inspired and awed. The brand uses creativity as a form of self-expression to show their audience the way they’d like to world to be. They strive to create things that have enduring value and are recognised by others. EMOTIONS: Inspiration / Originality / Self-Expression

• Gelato Messina: Gelato Messina epitomizes the brand archetype of “The Creator” through its relentless pursuit of innovation, creativity, and culinary excellence in the realm of gelato. Renowned for its imaginative flavor combinations, artisanal craftsmanship, and whimsical presentation, Gelato Messina consistently pushes the boundaries of traditional gelato-making, offering a vast and ever-evolving menu that reflects the brand’s playful and experimental spirit. With a dedication to using the finest quality ingredients and an unyielding commitment to craftsmanship, Gelato Messina invites customers to embark on a sensory journey of discovery, encouraging them to indulge their imagination and embrace the joy of creative expression through the delightfully inventive world of gelato.
• Archie Rose epitomizes the brand archetype of “The Creator” through its relentless pursuit of innovation, craftsmanship, and creativity in the craft distilling industry. As artisans of spirits, Archie Rose continually pushes the boundaries of traditional distillation techniques, experimenting with unique ingredients, innovative aging methods, and meticulous blending processes to craft spirits that are both exceptional and distinct. With a commitment to quality and an unyielding passion for exploration, Archie Rose invites consumers to embark on a sensory journey of discovery, encouraging them to embrace their inner creator and indulge in the art of crafting and enjoying fine spirits.
• Four Pillars epitomizes the brand archetype of “The Creator” through its relentless commitment to innovation, craftsmanship, and creativity in the craft gin industry. As artisans of gin-making, Four Pillars continually pushes the boundaries of traditional distillation techniques, experimenting with unique botanicals, innovative flavor combinations, and cutting-edge processes to craft gins that are as imaginative as they are exquisite. With an unwavering dedication to quality and an insatiable curiosity for new and exciting flavor profiles, Four Pillars invites consumers to embark on a sensory journey of discovery, encouraging them to embrace their inner creator and indulge in the art of crafting exceptional spirits.

The Innocent

The Innocent archetype is honest, humble and optimistic with a wholesome and pure nature. It holds safety and respect in high regard and wants everybody to be happy. An Innocent Archetype is a brand that allows their audience to feel content and optimistic about their lives. The brand aims to provide safety and happiness to their customers in an honest and simple way. They believe everyone should be celebrated for who they are. EMOTIONS: Inspiration / Originality / Self-Expression

• Whole Foods: Whole Foods Market is often associated with the brand archetype of “The Innocent” due to its commitment to offering natural, organic, and ethically sourced products. The brand embodies qualities of purity, simplicity, and authenticity, mirroring the Innocent archetype’s emphasis on goodness and wholesomeness. Whole Foods’ focus on transparency, quality ingredients, and community engagement aligns with the Innocent archetype’s values of trustworthiness and sincerity. Additionally, the brand’s emphasis on environmental sustainability and social responsibility further reinforces its alignment with the Innocent archetype, as it seeks to make a positive impact on both people and the planet.
• Rafferty’s garden: Rafferty’s Garden is closely associated with the brand archetype of “The Innocent” due to its emphasis on purity, simplicity, and natural ingredients in its baby food products. The brand embodies qualities of trustworthiness, wholesomeness, and safety, mirroring the Innocent archetype’s focus on goodness and sincerity. Rafferty’s Garden’s commitment to using organic, non-GMO, and locally sourced ingredients reflects its dedication to providing wholesome and nourishing options for babies. Additionally, the brand’s transparent labeling and clear communication about the nutritional value of its products further reinforce its alignment with the Innocent archetype, as it prioritises the well-being of its young consumers and instills trust in parents seeking healthy feeding options for their children.
• Little Bellies: aligns closely with the brand archetype of “The Innocent” through its dedication to providing wholesome and nutritious snacks for children. The brand embodies qualities of purity, simplicity, and trustworthiness, mirroring the Innocent archetype’s focus on goodness and sincerity. Little Bellies emphasizes natural ingredients, organic sourcing, and transparent labeling, ensuring that parents can feel confident about the quality and safety of the snacks they provide to their children. By prioritizing the health and well-being of young consumers and maintaining a commitment to ethical and responsible practices, Little Bellies fosters a sense of trust and reliability among parents seeking nourishing options for their families, thus exemplifying the Innocent archetype.

The Sage

The Sage archetype is guiding, assured and knowledgeable with a passion for seeking the truth and educating others. Their philosophy in life is ‘education is the path to wisdom and truth’. A Sage Archetype is a brand that allows their audience to feel informed, educated and as if they better understand the world around them. The brand promotes life-long learning and inspires others to use the information they provide to change the world for good. EMOTIONS: Wisdom / Intelligence / Influence

• Suntory Whisky aligns closely with the brand archetype of “The Sage.” This classification is rooted in the brand’s rich heritage, craftsmanship, and dedication to tradition. Suntory Whisky is renowned for its meticulous production process, which often involves aging in Japanese oak barrels and incorporating traditional Japanese techniques. The brand exudes wisdom and authenticity, reflecting its commitment to quality and expertise in whisky-making. Suntory’s marketing efforts often emphasize the brand’s deep-rooted traditions and values, appealing to consumers who appreciate authenticity and craftsmanship. Additionally, Suntory Whisky’s packaging and branding often evoke a sense of elegance and refinement, further reinforcing its association with “The Sage” archetype. Overall, Suntory Whisky embodies the qualities of wisdom, authenticity, and tradition, making it a revered and respected choice among whisky connoisseurs.
• Hennessy Cognac aligns closely with the “Sage” brand archetype. As one of the world’s leading cognac producers, Hennessy embodies qualities of wisdom, tradition, and expertise. The brand’s rich history, dating back to the 18th century, reflects its deep-rooted heritage and commitment to craftsmanship. Hennessy’s renowned cognacs are crafted using time-honored techniques passed down through generations, showcasing a dedication to quality and authenticity. Through its sophisticated branding and premium offerings, Hennessy appeals to consumers seeking refined and timeless experiences, making it a quintessential example of the Sage archetype in the spirits industry.
• Twinings, a venerable tea brand with roots dating back to 1706, epitomizes the brand archetype of “The Sage” through its unwavering commitment to tea expertise, tradition, and quality. As a trusted authority in the world of tea, Twinings leverages its extensive knowledge and heritage to craft a diverse range of tea blends, each meticulously curated to deliver a superior tea-drinking experience. With a reputation built on centuries of tea mastery, Twinings serves as a beacon of wisdom in the tea industry, providing consumers with not only exceptional teas but also educational resources and guidance to deepen their appreciation and understanding of this timeless beverage.
• Marie Brizard liqueur embodies the brand archetype of “The Sage” through its rich heritage, expertise, and tradition in the art of liqueur-making. Dating back to the 18th century, Marie Brizard has established itself as a venerable authority in crafting high-quality liqueurs, showcasing a deep understanding of flavors, ingredients, and the meticulous blending process. With centuries of experience passed down through generations, Marie Brizard exemplifies wisdom, knowledge, and mastery in its craft, consistently delivering liqueurs of exceptional quality and complexity. As a trusted source of expertise and tradition in the world of spirits, Marie Brizard resonates with consumers seeking sophistication, authenticity, and a refined drinking experience.

The Explorer

The Explorer archetype is fearless, daring and exciting with a passion for getting out there and making life count. Self-discovery and personal challenge is important along with experiencing what life has to offer. An Explorer Archetype is a brand that inspires their audience to push themselves out of their comfort zone and into self-discovery. The brand champions adventure and exploring the unknown as an remedy to modern confinements. EMOTIONS: Adventure / Exploration / Self-discovery

• Red Bull: Red Bull is a leading energy drink brand known for its bold marketing campaigns and sponsorship of extreme sports events. The brand embodies a sense of adventure and adrenaline, appealing to consumers who seek excitement and new experiences. Red Bull’s association with action sports and exploration resonates with the characteristics of “The Explorer” archetype.
• Monster Energy: Monster Energy is a leading energy drink brand known for its edgy and extreme marketing approach. With sponsorships of extreme sports events and collaborations with action sports athletes, Monster Energy appeals to consumers who are drawn to adrenaline-fueled activities and seek out new experiences.