Brawny’s Female Empowerment Campaign Creates Comics Out Of ‘Sheros’

Brawny’s Female Empowerment Campaign Creates Comics Out Of ‘Sheros’
Advertising

The brand is taking people's stories about courageous women and turning them into comic strips made by female artists

Ivanha Paz
  • 15 march 2018

There are few brands with a more male-centric image than the Brawny paper towels, with its muscled lumberjack figurehead. But, they are definitely taking action and evolving to respond to gender equality demands that have permeated the social and political arena for the past several months. The Georgia Pacific-owned brand replaced the lumberjack with a woman version for Women’s History Month last year, and this year they have launched a full-scale social media campaign centering around “Sheros” in partnership with Girls Inc.

In collaboration with creative agency Cutwater, the brand is asking people to share stories about their female heroes using the hashtag #StrengthHasNoGender, in order to recognize strong, resilient and courageous women. Then, it’s taking the nominated stories and turning them into comic-book sheros made by female artists and animators. Brawny also published a few video features on social media, following real women’s admirable stories.

Since 2016, this brand has been trying to change up its public perception into a more gender inclusive message, but its attempts so far had only affected packaging, which, although meaningful, didn’t cause real impact. With this new campaign, however, they have hired women to highlight women—and that makes all the difference. Brawny is definitely adjusting to the tide of change, even for a brand with such a longstanding macho image.

#StrengthHasNoGender

There are few brands with a more male-centric image than the Brawny paper towels, with its muscled lumberjack figurehead. But, they are definitely taking action and evolving to respond to gender equality demands that have permeated the social and political arena for the past several months. The Georgia Pacific-owned brand replaced the lumberjack with a woman version for Women’s History Month last year, and this year they have launched a full-scale social media campaign centering around “Sheros” in partnership with Girls Inc.

+advertising
+Compelling Packaging
+Design
+Europe
+International Women’s Day
+packaging
+packaging & product engagement
+Packaging & Storytelling
+PSFK Imagery
+Social Media
+Social Media
+technology
+USA
+women

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.