A brand reading
Aveeno.
Innocent Nature, uncomplicated.
The Innocent’s market position rendered as a SKU strategy: ingredients you can name, claims you can verify, no makeover required. Oat-based, allergen-light, designed not to confuse the customer.
The reading.
Innocent with a Sage counterweight, expressed.
- Character
- Innocent
- Drive
- Blissfulness, goodness, simplicity, honesty, positivity.
- Fear
- Distress, wrongdoing, complexity, duplicity, negativity.
- Strategy
- Build trust by holding, and voicing, the values customers share.
- Counterweight
- Sage
- Opportunity
- Skincare sold science. Nature-uncomplicated was open.
- Diagnostic
- Expressed
The Innocent as restraint. Aveeno argues by what it leaves out of the bottle: nameable ingredients, verifiable claims, no makeover required. The Sage counterweight is the dermatological evidence behind the simplicity.
Famous spot
‘Active Naturals’, ongoing