Marketing Code-X

Illicit Thrill

Image for Illicit Thrill

SToK social campaign

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.

SToK social campaign

ILLICIT THRILL” NORM: Coffee is as “dark,” mysterious, and romantic as I’d like to be.

1850 social

ILLICIT THRILL” FORMS: Noir-ish crime movie/TV contexts and scenarios. Presented with a sly wink: it’s neo-noir. Having fun with crime movie language: “Cold-Brew Confessions.” “Quality that’s criminal.” “You do the grind, you do the 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