Best of 2017 Print/Design/OOH--No. 6: The Brawny Man Is Replaced With a Woman for Women's History Month

Pack Redesign Is Part of a Wider Campaign Focusing on Strong Women

Published On
Mar 01, 2017
Strength Has No Gender

Editor's Pick

Every day until New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day. At No. 6 in Print/Outdoor/Design is Brawny's replacement of the Brawny Man with a Brawny Women for Women's History month. Not just a token nod to female empowerment, the pack redesign was part of a wider campaign celebrating women, taglined #StrengthHasNoGender, and was followed by another film for Mothers Day in which Brawny showed that from a child's perspective, all mothers are giants.

Original story:

Brawny is the latest brand to unveil a campaign with a female empowerment theme, something it's doing by featuring a woman on its "Brawny Man" packaging design.

For Women's History Month, the Georgia Pacific-owned paper towel brand is replacing the very masculine-looking "Brawny Man" featured on the pack with a woman wearing the same red lumberjack shirt.

The pack redesign is part of a wider campaign, by agency Cutwater, taglined #StrengthHasNoGender, that celebrates women who exhibit strength and resilience and have broken down barriers in traditionally male-dominated professions. It also includes a TV ad that highlights the accomplishments of women including Harriet Tubman, Amelia Earhart and Serena Williams, and an online film campaign telling the stories of four inspiring women in STEM fields.

They are Vernice Armour, the first African-American female naval aviator in the Marine Corps and the first African American female combat pilot in the U.S. Armed Forces; Dr. Anna Kornbrot, an oral surgeon and clinical assistant professor of OMFS at Penn Dental School who was the first woman to graduate from Columbia College; Patty Lopez, a platform applications engineer at Intel who holds seven imaging patents and Brittany Wenger, first place winner in the 2012 Google Science Fair who developed the app Cloud4Cancer, a breast cancer diagnosis test.