Marketing Code-X

Booster Shot

Image for Booster Shot

Tajin print ad

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.

Tajin “More Bueno” campaign

BOOSTER SHOT” NORM: A little shot of flavor and heat goes a long way towards making meals — and life — more exciting.

Cholula TV spot

BOOSTER SHOT” FORMS: Amazing transformation of our eating experience. Before-and-after “ta-da!” effect, cartoonish flavor/heat lines radiating from the (newly sauced) food. Encouraging, like a life coach: “Uncap real flavor.” “Spice it up.” “Sauce it up.” “Go big.”

From a 2020 study of the Excite & Delight space — defined as “Adding oomph to our daily routine.”

Tags: CODE-X, Condiment