Brand Archetype: Pampers

I thought group number three did a great job connecting the readings with prior concepts and theories, and by creating an interactive activity. A major of the reading assigned discussed Brand Archetypes. This also connected back to a course last semester, Venture Feasibility, where we focused on Customer Archetypes and Buyer Persona's. Since I am familiar with Customer Archetype I thought it was extremely interesting to create an Archetype from a Brand perspective.

Amelia and I were assigned Pampers, we both felt as though this brand represented "The Protector" Archetype. The protector values compassion and generosity. Who puts others first, providing tender loving care, support, and reassurance.

Proctor & Gamble: PAMPERS (THE PROTECTOR)

• Sayings as a Protector Might Live By:
• " Love thy Neighbor"
• "Take care of yourself"
• "Lead by Compassion"
• Saying Pampers Lives by:
• Inspired by babies. Created by Pampers.
•  Love, Sleep, Play
• The Wet Stops Here
• A Journey of Love, Sleep, and Play

Even though these sayings may not be exactly the same, we both felt as though the connected to the same type of emotion. Pampers promote a brand image that allows their products to take care of the babies problem, and to create an compassionate connection between child and parent.




 Champion Values Such As: Compassion, Motherly Advice, Hospitality, Protection, Comfort, Empathy, generosity, thoughtfulness, sincerity, sharing, warmth, and wisdom.  
Pampers: Connects Compassion with Mother and Child, Protection with absorbent technology and prevention of weighted down diapers, and comfort of the overall diaper.

For Brands that: are caring and nurturing, providing comfort and peace of mind when customers especially need it. 

• Today Pampers represent a Premium and Baby-Dry diapers that have a protective layer of lotion that helps keep little bottoms soft and smooth.