INEXTO: Solidifying the Digital Rebranding of Codentify

Towards the end of January, Inexto, the new brand name for big tobacco’s track and trace system formerly called Codentify, has taken additional steps to rebrand which I will extrapolate on and analyze below. To be honest, they are pretty meager efforts which may reflect the fact that they know that it’s nearly impossible to hide their ties and history with big tobacco. So why spend the money trying?

The most interesting activity is on Facebook:

today they have around 400. Once you look into who has liked their page it becomes apparent that almost no Europeans have liked the page. Interestingly, most of Inexto’s likes are from Middle Eastern Facebook users.

Only about 4 or 5 of their Facebook fans appear to be legitimately European, and all the others are mostly from Egypt.

According to a 2013 article on Adweek.com the average Facebook user likes between 40-70 pages. Most of the Inexto Facebook page fans have literally liked hundreds or thousands of other pages, further indicating the manufactured nature of their fan base.