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Brawny®
Strong Brands Take Stands

RAN IN: United States

CLIENT
Georgia-Pacific

Samantha Alexander, Associate Brand Manager
Joel Potts, Senior Associate Brand Manager
Frances Morgan, Senior Brand Manager
Shari Neumann, Sr. Director, Brand Development
Santiago Arboleda, Brand Building Leader, Tissue Category

AGENCY
Cutwater *Lead Agency

Chuck McBride, Executive Creative Director, Founder
Christian Hughes, President, Principal
Aaron Sanchez, Associate Creative Director
Michael Huntley, Executive Producer
Greer Gonerka, Account Director


SUMMARY

As a challenger brand being outspent 48:1 by the category leader, Brawny® needed to find an impactful way to reconnect consumers to the brand. During Women’s History Month, The Brawny Man® stepped aside to celebrate women's strength. By leveraging a culturally relevant idea and limited edition packaging, the Brawny® Strength Has No Gender™ campaign achieved an incremental $13MM in media value driving a 40.6% sales lift with participating Walmart stores and set the stage for a national conversation around breaking gender stereotypes.

CASE STUDY

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Hero Medium: PACKAGING

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;PACKAGING;PR;SOCIAL MEDIA

Audience: Women

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: National

Language: English

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