• by Fern Siegel , Yesterday

The Brawny Man is back in a new 30-second campaign for its 3-ply paper towels.

The company has also revamped its visual identity and package design. Bulletproof handled the design and Joan is responsible for creative work.

“We’re not just launching a product — we’re cementing the Brawny brand’s place as a formidable force in the paper-towel category.” said Amanda Earley, Brawny brand director.

The campaign runs on TV, digital and social. On social influencer partnerships and real-time engagement across TikTok, Instagram, and Facebook up visibility.

The new Brawny Man appears in two 30-second spots, “Birthday” and “Treehouse,” and across social videos. Users can even follow him on social. The giant who debuted over 50 years ago has 4,930 followers on Instagram and 721,000 followers on Facebook.

Jaime Robinson, chief creative officer at Joan, added: “The way he behaves in modern contexts and comes to life across the channels we all engage with defines what it means to make legendary brands relevant in today’s world.”

Brawny is owned by Georgia-Pacific.