
- “We are young and free.”
- “Find the silver lining.”
- “Have courage and be kind.”
- To purify & simplify life
- To be happy
- To bring people feelings of peace and joy
- Offers a simple solution to a problem
- Associates with goodness, morality, simplicity, nostalgia, or childhood
- Low or moderate pricing
- Companies with straightforward values
- Differentiates from brands with poor reputations (strong brand integrity)
- Can get boring for all their naive innocence
- Cynical people will not appreciate their carefree message
- Coca-Cola
- Dove
- Aveeno
- Charmin
- Nintendo Wii
- Honest Tea