“Let every man be respected as an individual and no man idolized.”
- Albert Einstein
Just a regular guy/girl, the Everyman goes by many names, including Good Old Boy, Person Next Door, Regular Jane, the Common man, Working stiff, Good Neighbor and the Silent Majority. In the mind of the Everyman, all men and women are created equal. This mindset allows them to be empathetic towards others and not carry a pretense towards those that are different from them. Their simple values and a need for belonging help them develop common and wholesome virtues that endow them with a realistic and down-to-earth perspective of the world. For Everyman, it’s about getting it done without drawing attention to themselves.
People that embody the Everyman can be found all around us, but are the most densely congregated away from the fast-paced and often glitzy style of the East and West Coast. Instead, they often carry with them the deep American values that the nation was founded with and prefer living in the interior of the country. Often growing up in traditional style families, they’re well versed in the virtues of hard work and responsibility to themselves and their families.
The most effective products or services that a brand can channel the Everyman archetype are those that give people a sense of belonging with a high degree of practicality, functionality, and low to mid degree of complexity.
The Everyman fears being alone, and will go to great lengths to not stand out, but instead will attempt to fit in to achieve a feeling of belonging with the collective. However, this archetype has to be cognizant in maintaining their own values and character while engaging in actions that fit in with the crowd, otherwise they can be easily swayed into a lynch mob mentality.
The Anheuser-Busch brewing company is arguably the epitome of the Everyman archetype, especially with its Budweiser and Bud Light beer brands. Everything about these brands from the slogans, price points, and popular commercials aims for the “Regular Joe” demographic. Bud Light uses tag lines such as “Be yourself and make it a bud,” “The perfect beer for whatever happens,” and “For the taste that won’t fill you up and never let you down” to appeal to as broad a swatch of the everyday American as possible. It’s very affordably priced and therefore finds its way into college dorms and living rooms alike.
Bud Light’s commercials are known for their comedic value and pop culture relevancy that appeal to the Everyman, regardless of age.
Bud Light Spot 1: Quinoa
This first commercial is geared towards the diehard (and superstitious) NFL fan that goes through often strange game day routines in order for their team to win. Not only can millions of people relate to the fan in this commercial, but Bud Light also takes a mocking attitude about the “elite” and their love of “weird” foods like quinoa.
Budweiser Spot: Round Up your Holibuds
Drawing on the associations of the Everyman and the importance they place on being one of the group, the “Holibuds” commercial highlights the idea that Budweiser is for the person that isn’t fancy and just needs his friends around to be happy. The focus on small town friends reconnecting, being silly, and reminiscing on their high school days is something millions of Americans can associate with.
Bud Light Spot 2: Whatever, USA
The feeling of camaraderie and being part of a like-minded group is taken to another level in this campaign run by Bud Light. This Everyman beer brand created a whole city called “Whatever, USA” that has an atmosphere of a crazy music festival combined with the whimsical nature of Spring Break. Thousands of like-minded young and vibrant people auditioned to be accepted into this town where you have to be “up for anything” and expect the unexpected.
Many fast food chains have been negatively affected by the publics growing awareness of the problems of unhealthy eating and media attention, and have had to reinvent themselves in order to regain sales. Taco Bell is in essence, one in the same with establishments like McDonald’s and Burger King in terms of the impact of its food on health, but the brand has been surprisingly resilient and has grown stronger. Credit can be given to the brand strategy, and the sentiment Taco Bell’s food garners among the average person. Jokes are constantly made about how unhealthy it is, but how great the food tastes after a night of partying. Crossing all sorts of demographic and economic barriers, even if you’re a celebrity, having Taco Bell at 2am is almost like a “right of passage” into being considered a “regular person”.
Taco Bell: Sharing Sucks
Tapping into a common sentiment shared by 10s of millions of Americans, Taco Bell gives light to the notion that people don’t like to share. Whether it’s sharing your toys as a kid, or having to share your nachos. Now, with Taco Bell’s Grilled Stuft Nachos, you can have it all to yourself.
Do you think your brand might have attributes of the Everyman archetype?
Compare it against the checklist below to find out.
☐ The products, services, or experiences your brand sells appeal to a broad audience and is accessible to the masses.
☐ Your brand prioritizes substance over style.
☐ Your brand emphasizes experiences over materialistic desires.
☐ Your company appreciates those who have a strong work ethic and unselfish attitude.
☐ Your corporate culture attracts and retains employees who are passionate about their jobs enjoy working in teams of like-minded individuals.
Put it to Use
If you find that your brand does fit this archetype, here are some places to put it to use.