Marketing Code-X

Power Through

Image for Power Through

Folgers commercial

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 social

POWER THROUGH” NORM: Coffee is the only thing getting me through my day.

Dunkin’ social

POWER THROUGH” FORMS: “Wage slave” imagery. Clock on the wall — which we keep an eye on like we used to in high school. Office, workplace context (which might include — these days — the home). Encouraging tonality: “When you think you can’t, make coffee, then keep going.” “Made it to Friday.”

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

Tags: CODE-X, Coffee, Rise and Grind