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2018 SILVER HOUSEHOLD SUPPLIES & SERVICES
UNITED STATES
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
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.
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CASE VIDEO
Hero Medium: PACKAGING
Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;PACKAGING;PR;SOCIAL MEDIA