The Joker, The Fun, The Comedian
The Jester lives in the moment and just enjoy life. They fear boredom above everything. A Jester brand archetype tends to give out the impression that they live on the wild side and use outrageous imagery to often tease their customers affectionately.
The Jester business is a clever one. Finding success through brainstorming and lateral thinking, the Jester makes sure their team is having fun while they’re at it. They motivate people to see the value of play and by allowing people to connect with their fun inner child — impulsive and unrestrained, not afraid to bend rules, not afraid to stand out, and comfortable in their own skin.
The worst thing that could happen to a Jester brand would be to get embroiled in a bitter lawsuit or be seen as strict or boring. On a positive note, they are carefree and different but at their worst Jester brands can be cruel and irresponsible.
The Jester – Key Characteristics and Values
SKITTLES – ‘Romance’
If you take yourself to the skittles website, you will see how they are the definition of the ‘Jester’. Completely in their own world of fun, colour and mischief, skittles aim to entertain their consumers and inspire people to be carefree and just have fun. This Skittles ad is one of many that keep the Jester archetype theme but with the ‘Romance’ ad they have gone that extra mile to entertain with something that would potentially never happen to be the policeman, the robber and the beaver joining in on the fun.
If you would like to find out more about our research regarding Brand Archetypes please get in touch and someone will be in touch.