Everyman

The EVERYMAN wants to belong
This archetype is focused on providing something so far removed from pretentiousness that it can appeal to everyone. It is the most challenging archetype to pull off because you have to have a product that actually appeals across demographics.

Everyone drinks coffee. Not every human being, but every major demographic with the exception of small children. That’s what makes Folgers a great brand for everyone. Folgers doesn’t market to a hip crowd. They don’t brag about their high quality, all-organic coffee. They keep it simple: “The best part of waking up is Folgers in your cup.” Everyone wakes up, so everyone drinks Folgers.