Georgia-Pacific's Brawny brand is supporting Women's History Month (March) by introducing a special design for some of its packaging. For the first time, it features the Brawny Woman. The Brawny Man, in various iterations, has been a staple of the brand's advertising for decades.
Developed with agency Cutwater, the campaign also includes the Breaking Barriers digital anthem video to highlight the journey and accomplishments of women over time including Harriet Tubman, Amelia Earhart and Serena Williams.
The penultimate image is of an unidentified confident-looking young woman that is designed to underscore the point that anyone can break barriers.
The final image is of the new Brawny Woman — donning the familiar red-and-black plaid shirt worn over the years by Brawny Man — as the spot ends with the tagline "strength has no gender." It directs viewers to the #StrengthHasNoGender hashtag.
In addition, Brawny is showcasing the stories of four women in STEM (science, technology, engineering, mathematics) fields who have empowered others through their toughness and perseverance.
To further extend this platform, Brawny is partnering with Girls Inc. to contribute $75,000 as part of the Operation SMART program that encourages more girls to participate in STEM fields. As a national sponsor of the program, the maker of Brawny is helping fund STEM education opportunities for more than 46,000 girls across 76 Girls Inc. chapters, according to the company.
This is the second iteration of the #StrengthHasNoGender initiative, which is designed to celebrate the accomplishments of women who "exhibit strength and resilience and have broken down barriers in traditionally male-dominated professions," the company stated.