Brawny: Strong Brands Take Stands

Brawny, the US paper towel brand, changed its iconic ‘The Brawny Man’ to a woman as part of its #StrengthHasNoGender campaign to compete with the industry Goliath, Bounty.

Campaign details

Brand: Brawny® Advertiser: Georgia-Pacific Agency: Cutwater

Effie Awards Category Context

Brawny® was in a tight spot, squeezed by rising private label paper towel brands on one side and a juggernaut brand leader, Bounty, outspending

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