Code-X (7)

By: Joshua Glenn
May 20, 2014

Call this beverages (alcoholic and non-alcoholic) category code: Catalyst.

Definition: Catalyst coding conveys the message that a tiny addition to the base brand can have an exponential effect — ever expanding outward and transforming everything.

Notes on this code: Pure’s cranberry extract ad tagline: “What water would be if God were a cardiologist.”

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