Marketing Code-X

Rare & Precious

Image for Rare & Precious

Rémy Martin pack detail

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.

Macallan website

RARE & PRECIOUS” NORM: 

Explicitly and implicitly communicating the notion that this spirit is a scarce resource — to be coveted, jealously protected, served sparingly. (Note that this code is most frequently associated with single malt scotch brand communications.)

Bulleit website

RARE & PRECIOUS” FORMS: Hush-hush tonality. You are being let in on a secret. Pack placed literally on a pedestal, spotlit and photographed like a valuable work of art. Juxtaposition or association of product with fine art, jewelry, furniture, etc. Sense that product is locked up, protected.

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

Tags: CODE-X