Marketing Code-X


Image for Euro-Elegant

Courvoisier website

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.

St. Remy social media

EURO-ELEGANT” NORM: Luxury cue. Classic. Refined. Elegant. Sophisticated. Europeans know quality and would not export anything but the best.

Courvoisier, St. Remy, Hennessy, Paul Masson, Hartley packs

EURO-ELEGANT” FORMS: References to European history: “With the fires of the French Revolution still smouldering…” (Courvoisier). References to European know-how and style: “The French savoir-faire” (St Remy). French names; references to other European countries. Certain pack shapes read as “European” to US consumers: bulbous bodies with long necks; wine/champagne-type bottles. Paris Landmarks— Eiffel Tower and other architectural details from the City of Light Filigree like details — ornamental, decorative script used in logo design.

From a 2016 study of the PRIDE IN TRADITION space — within the Brown Spirits category.

Tags: CODE-X