Marketing Code-X


Image for Anti-Diet

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.

ANTI-DIET” NORM: Brands moving away from from dieting, calorie counting, short termism, sacrifice… and towards “weight wellness,” i.e., positive eating, positive nutrition, a sustained approach.

ANTI-DIET” FORMS: Rejection of dieting-speak, or the mindset of dieting. E.g., “[Sun Chips] have 100% whole grain and fit into my strict diet of only eating things that taste awesome.” “May increase appetite for life.”

From a 2014 audit of the emerging Weight Wellness space.

Tags: CODE-X, Health & Wellness