Archetypes in Business

Archetypal Selling Propositions

So, as we saw from the previous post, an archetype is defined by:
a very typical example of a certain person or thing : the book is a perfect archetype of the genre.
• an original that has been imitated : the archetype of faith is Abraham.
• a recurrent symbol or motif in literature, art, or mythology : mythological archetypes of good and evil.

Companies and causes alike have utilized animals in their corporate communication strategies and many have centered advertising around things like bears, squirrels and dogs. In this post, I'll discuss how three organizations have at some time in their histories have used friendly bears to connect with consumers.

Coke Bears
The Coke Bear campaign was introduced back in 1993 as it introduced the 'Always Coca-Cola' campaign. It had been a dramatic shift for Coke, as it used the computer generated polar bears to show the playful side of the brand. Between the parent bears and the bear cub, no words were spoken; only little grunts that the bears let out - assuming to be displays of affection. The campaign grew to the 1994 winter Olympics where the bears slid down the luge and slid off a ski jump. The campaign was a big success during that period of time for Coke.
Check it out:
http://memory.loc.gov/ammem/ccmphtml/colahist.html

Smokey the Bear
Moving on to a constant usage of the mountain dweller, Smokey the bear has been part of the longest running ad campaign Ad Council history.
http://www.adcouncil.org/default.aspx?id=129
Smokey began telling Americans that "ONLY YOU can prevent forest fires." He became the 'poster bear' for the United States Forest Service back in 1944 and has remained the symbolic spokesperson for the organization ever since. According to the USDA forest service "95% of the people surveyed could finish the sentence when given the first words."
http://www.fs.fed.us/r1/centennial/smokey.shtml
Smokey represents a recurrent symbol in North American culture and with all of his character updates since the mid 40's, still evokes strong feelings and associations.

The A&W Root Bear ("Rootie")
What would a discussion be about archetypal bears without discussing the Great A&W Root Bear? He first came on to the scene back in 1975 when the company needed a lift - interesting that again, a bear was the chosen messenger. Canadians are familiar with associations that come with the bear - like Tubas, tunes and Orange. He became so popular in their marketing strategy that the American A&W chain made the Great Root Bear their mascot as well. The bear remains as perhaps the largest influencing archetypal selling proposition the company employs; he is infused everywhere in advertising and messaging. Again, like Coke's polar bears and the Forest Service's Smokey, Rootie is a great example of how an organization has used a recurring symbol to position its marketing communication efforts.

While Coke used the polar bears as a temporary movement in its advertising, the U.S. Forest Service and A&W have used their bears to promote the brand and thus, are strongly associated with people in society. Kraft has also featured bears on the front of its peanut butter jars for decades and is wildly associated with the product. Perhaps its the playfulness or the raw message that is elicited from the bear's presence that makes the message so powerful. Smokey was created after a forest fire in New Mexico left 'Smokey' clinging for life up a tall tree. People resonate with stories like this - characters bring a certain touch to everyday life that humans sometimes fail to do. Regardless, archetypes will continue to reach us on a daily basis, keep an eye out as you open the fridge, watch TV or drive down the street... Smokey may be watching you.