Marketing Industry Launches Strategic Rebrand of ‘Tuesday’
AUCKLAND — In a bold bid to revitalise sagging mid-week morale and meet Q3 KPIs, a panel of senior brand strategists have collectively agreed to relaunch Tuesday as a ‘vibrancy-forward lifestyle platform’.
The cross-agency taskforce, operating under the temporary name “ReTuesday”, includes creatives from every major agency in New Zealand, plus some guy from Dunedin who just really hates Monday. A 96-slide keynote unveiled Tuesday’s new positioning: ‘The Fire Pit of the Week’. According to the deck, Tuesday is being reframed as ‘a transitional brand experience between regret and mediocrity’, noting key data insights like “people are 43% more likely to microwave leftover lasagne on a Tuesday”.
“Everyone gets excited about Friday, but Tuesday is ripe for disruption,” said Bernice Clutch, Lead Insight Evangelist at Gutt & Funnel. “We want Kiwis to see Tuesday not as the day you forget your lunch, but as a dazzling micro-moment of ambient potential.” The campaign includes high-concept activations like giving free oat milk lattes to commuters who can prove they remembered to wear matching socks. A new Tuesday-only TikTok dance is also being trialled in Albany, where spirits remain critically low.
To anchor the rebrand, they’ve partnered with an actual anchor named Grant from Seven Sharp who will now only appear live on Tuesdays while surrounded by ambient fog and a synth-heavy playlist curated by someone’s cousin who once DJ’d at a bar in Karangahape Road. Early results show one retiree in Masterton now refers to Tuesday as “the sassy cousin of Wednesday,” which, according to Bernice, is a significant shift in consumer sentiment.
ReTuesday has already spun off into ReMonth, a pilot programme seeking to rebrand June as “Pre-July”, but only if budget allows.
The cross-agency taskforce, operating under the temporary name “ReTuesday”, includes creatives from every major agency in New Zealand, plus some guy from Dunedin who just really hates Monday. A 96-slide keynote unveiled Tuesday’s new positioning: ‘The Fire Pit of the Week’. According to the deck, Tuesday is being reframed as ‘a transitional brand experience between regret and mediocrity’, noting key data insights like “people are 43% more likely to microwave leftover lasagne on a Tuesday”.
“Everyone gets excited about Friday, but Tuesday is ripe for disruption,” said Bernice Clutch, Lead Insight Evangelist at Gutt & Funnel. “We want Kiwis to see Tuesday not as the day you forget your lunch, but as a dazzling micro-moment of ambient potential.” The campaign includes high-concept activations like giving free oat milk lattes to commuters who can prove they remembered to wear matching socks. A new Tuesday-only TikTok dance is also being trialled in Albany, where spirits remain critically low.
To anchor the rebrand, they’ve partnered with an actual anchor named Grant from Seven Sharp who will now only appear live on Tuesdays while surrounded by ambient fog and a synth-heavy playlist curated by someone’s cousin who once DJ’d at a bar in Karangahape Road. Early results show one retiree in Masterton now refers to Tuesday as “the sassy cousin of Wednesday,” which, according to Bernice, is a significant shift in consumer sentiment.
ReTuesday has already spun off into ReMonth, a pilot programme seeking to rebrand June as “Pre-July”, but only if budget allows.