Marketing Code-X

Snuggled & Safe

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Better Life (cleaning products) website

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

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them 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.

SNUGGLED & SAFE” NORM: When we’re feeling ill, we might regress — we just want to feel cozy and protected..

Nature’s Way social media

SNUGGLED & SAFE” FORMS: Adults snuggled into bed, or on the couch with a blanket. Evoking nostalgic, sepia-toned memories of mom or dad taking care of us. Regressive behavior — men asking their wives/girlfriends to mother them, adult onesies, stuffed animals…. Tucking-you-into-bed tonality: e.g., “When we don’t feel 100%, we rush to find relief. It’s in those moments of love… that help us breathe easy.” (Vicks VapoRub)

From an ongoing audit of what we’re calling the Covid Relief space.

Tags: CODE-X, Coronavirus