Marketing Code-X

Slow Down

Image for Slow Down

Green Mountain 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.

Lavazza “Ode to Coffee” commercial

SLOW DOWN” NORM: Coffee helps me take time out — to relax and enjoy myself.

Bomani social

SLOW DOWN” FORMS: People under no time pressure. People lounging in a café, or a canoe, or their kitchen — not in any rush. Visual signifiers of a state of mindfulness. Focus on the little details — say, the steam rising from a cup of coffee. Mellow, slow, relaxed tonality. “Our coffee is cold-brewed because there’s some crazy magic that happens when you let coffee take its time.” “Not pressed for time.”

From a 2021 study of the WELL-GROUNDED territory (connecting, reprioritizing, savoring life) within the US Coffee category.

Tags: CODE-X, Coffee, Well-Grounded