The lumberjack man on Brawny packaging has stood for tough, no-nonsense cleanup for years. But strength is for everyone, and Brawny wanted to shine a light on female heroes to alter the perception of what brawny – and Brawny – really mean.
The Brawny Man becomes the Brawny Woman to celebrate Women’s History Month and inspire women everywhere.
The #StrengthHasNoGender campaign launched for Women’s History Month 2017 with commemorative packaging replacing the iconic Brawny man with various inspiring women in STEM fields – from combat pilots to engineers. These new Brawny women were also the subject of powerful video pieces that aired everywhere from Ellen to TODAY and CNBC. To further promote the campaign, we teamed up with Serena and Venus Williams for an anthem video celebrating women who smash barriers and define strength on their own terms.
Consumers and the media loved it. There was a 2,000% spike on earned social media impressions since the previous year’s campaign, with total earned social media impressions reaching over 111.9 million. That’s a whole lot of inspired people.
Earned Media Impressions
Earned Social Media Impressions