Marketing Code-X

Social Drinking

Image for Social Drinking

Café Bustelo 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.

“Café Con Leche” Café Bustelo commercial

SOCIAL DRINKING” NORM: Coffee is a kind of “glue” that helps bind people together.

Lavazza “Ode to Coffee” commercial

SOCIAL DRINKING” FORMS: Signifiers of social togetherness. Family, friends, romantic partners Cups touching, as proxies for hands/bodies touching in friendship or other forms of intimacy. The social ritual of making someone a cup of coffee — or buying one for them. Out and about, extroverted, having fun tonality. “Café Bustelo estuvo aquí”; “Born social”

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

Tags: CODE-X, Coffee, Well-Grounded