Marketing Code-X

Live Larger

Image for Live Larger

Frank's Red Hot social

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.

Texas Pete – “Go Pete or Go Home” TV spot

LIVE LARGER” NORM: Don’t just spice up your food — shake up your humdrum routine!

Taco Bell slogan

LIVE LARGER” FORMS: Sense of everyday life transformed by flavor. Tonality is that of a friend who worries that you’ve fallen into a rut. Brand as your own cheerleader: “Let’s do this.” “Live Más.” “It’s time to sauce up your summer.” “We always bring the flavor.”

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

Tags: CODE-X, Condiment