Marketing Code-X


Image for Sidekick

Cepacol InstaMax commercial

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.

Airborne commercial

SIDEKICK” NORM: The very moment that you need us — at the first sign of cough/cold/flu, say, or when a bowl of cereal spills — we’ll be there for you.

SIDEKICK” FORMS: Brand avatar (e.g., Airborne Man, Tukol’s honeybee, Cepacol’s blue genie) flying miraculously to your aid. Implication that you should always carry the product with you. You can rely on us to show up for you: e.g., “Thankfully there’s Airborne Man. Only he can bring you our most powerful immune boost yet.” “Let Tukol help you.” Arriving in the nick of time: e.g., “Uh-oh! A painful sore throat? Not now!”

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

Tags: CODE-X, Coronavirus