20 Minuten Friday Naming

The job

Tamedia wanted to launch a new publication under the 20 Minuten brand. Appearing on Friday afternoon as a joint project of the editorial departments of 20 Minuten, Annabelle and tilllate, the publication would cover people, fashion, beauty and lifestyle. Rod was commissioned to name the new publication.

Our insight

Friday is notorious in the business as the day of the week that can kill anything.

The solution

The publication was named after the day on which it appears, evoking its positive emotional associations. 

Action areas

– Naming

 The result

20 Minuten Friday is now an established and integral part of the Swiss media landscape. Today, the publication reaches 444,000 readers a week, who have an interest in fashion, celebrities, beauty, lifestyle and nightlife.