Marketing Code-X

Mind-Blowing Gum

Image for Mind-Blowing Gum

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

MIND-BLOWING GUM” NORM: Flavor and chewing experience so intense that the chewer is transported into an altered state of consciousness.

MIND-BLOWING GUM” FORMS: Although the special effects have come a long way, since the ’80s, this code remains the same as it has since then: wide-eyed expressions of shock and awe.

From a 2016 audit of Chewing Gum commercials — past and present.

Tags: CODE-X, Confections