Marketing Code-X

Hug in a Mug

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Nescafe social media

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.

Maxwell House website

HUG IN A MUG” NORM: Coffee helps me hear the affirming voice inside my own head.

Dunkin’ social

HUG IN A MUG” FORMS: Encouraging, smiling faces; the coffee itself might be smiling. Affirmations — like workplace motivational posters: “Brew can do it!” “You’re brew-tiful — inside and out.” “It’s a hug in a mug.” “A liquid hug for your brain”

From a 2021 study of the RISE & GRIND territory (within the US Coffee space).

Tags: CODE-X, Coffee, Rise and Grind