Marketing Code-X

Save the Planet

Image for Save the Planet

Organic Valley social

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.

Stonyfield website

SAVE THE PLANET” NORM: Your milk choice affects the entire environment.

Horizon Organic social

SAVE THE PLANET” FORMS: Protective: “440 million pounds of chemicals KEPT OFF THE LAND…” (Organic Valley) “A SUSTAINABLE IMPACT. OUR PRACTICES REGENERATE THE LAND.” (Straus Family Creamery) Planetary: “CARE FOR THE ENVIRONMENT” (Horizon) “Helps protect the planet with every delicious mouthful” (Not Milk) “Nutritional liquid that’s good for you and the planet” (Oatly) “If we want our planet to survive…” (Not Milk). “Carbon positive by 2025” (Horizon)

From a 2022 study of the MAKING PROGRESS territory — associating milk with improved, science-driven farming/production techniques — within the Dairy & Non-Dairy Milk category.

Tags: CODE-X, Making Progress, Milk