Campaign Marks New Era of Iconic Brawny Man® and Celebrates American Resiliency
ATLANTA, Oct. 1, 2015 /PRNewswire/ -- Look out America – a giant is appearing on screens and retail aisles near you!
Experience the interactive Multimedia News Release here: http://www.multivu.com/players/English/7279952-brawny-paper-towels-stay-giant-campaign/
Georgia-Pacific, the maker of Brawny® Paper Towels, has unveiled a new national advertising campaign – "Stay Giant™" – featuring a larger-than-life version of the iconic character, The Brawny Man®. At 41 years old, The Brawny Man has never looked better and serves as the focal point of the new campaign, which embodies the brand's spirit of toughness and celebrates the resilience of Americans in overcoming life's daily challenges.
"For this new creative direction, we went back to our roots to showcase The Brawny Man with the larger-than-life look he had in the 1970s," said Gary Gastel, senior brand director, Brawny® Paper Towels. "We have, however, modernized The Brawny Man to appeal to the consumer of today and provide them with what they need to conquer tough messes and 'Stay Giant.'"
With the new campaign also comes the introduction of new "giant" Brawny packaging featuring more sheets on every roll versus the leading national brand with comparable roll and sheet size. This new packaging draws inspiration from classic comic book heroes to infuse strength and confidence into The Brawny Man's larger-than-life persona and adds a touch of mystery.
"The Brawny Man is the ultimate symbol for rolling up your sleeves and getting the tough jobs done," says Tonya Hight, strategic design manager, Brawny® Paper Towels. "This new, larger-than-life packaging treatment perfectly communicates his confidence, as well as the product he represents."
Brawny worked with advertising agency partner Cutwater to create the "Stay Giant" campaign focusing on getting back to the brand's heritage of toughness and strength and revamping the brand's identity beyond paper towels for a new generation. The campaign hits on emotional and human notes, encouraging people to focus on overcoming tough, everyday challenges. "Stay Giant" showcases a new attitudinal resilience, embodied by The Brawny Man, who is front and center in all communications and returns to a mythical, giant size.
"We designed the campaign to break away from the conventions of traditional paper towel advertising that today's consumers reject," said Chuck McBride, Founder and Chief Creative Officer, Cutwater. "Gone are the moms in sparkling clean kitchens smiling happily as they clean up someone else's mess as if it was the highlight of their day. Our campaign focuses on The Brawny Man as the voice of reason and encouragement that helps people rise up to the challenge of often very thankless daily tasks."
The campaign, which launched in September, features new Brawny packaging, consumer activations, Out of Home (OOH), digital, and two TV spots – "Chili" and "Gift," which feature The Brawny Man in a larger-than-life size. The ads focus on The Brawny Man encouraging consumers to take on their chores with toughness and not stress over the small stuff.
The campaign also features creative drone videos taken from the point-of-view of The Brawny Man as he roams the streets of select markets encouraging everyone to "Stay Giant." The Brawny Man will appear as the voice inside the consumer's head in the face of adversity, reminding her that he is always the consumer's ally.
For more information about the campaign, visit www.brawny.com or join the conversation on Facebook (www.facebook.com/brawny), Twitter (@Brawny) and Instagram (@brawnybrand).
About Georgia-Pacific®
Based in Atlanta, Georgia-Pacific and its subsidiaries are among the world's leading manufacturers and marketers of bath tissue, paper towels and napkins, tableware, paper-based packaging, office papers, cellulose, specialty fibers, nonwoven fabrics, building products and related chemicals. Our familiar consumer brands include Quilted Northern®, Angel Soft®, Brawny®, enMotion®, Sparkle®, Mardi Gras® and Vanity Fair®, as well as Dixie®. Georgia-Pacific has long been a leading supplier of building products to lumber and building materials dealers and large do-it-yourself warehouse retailers. Its GP Harmon Recycling subsidiary is among the world largest recyclers of paper, metal and plastics. Based in Atlanta, the company employs approximately 35,000 people directly, and creates nearly 92,000 jobs indirectly. For more information, visit: gp.com.
About Cutwater LLC.
Cutwater is an independently owned full-service creative agency based in San Francisco, California that help brands find their cutwater — the sharpest visual and verbal articulation of the brand's ideal. This is fueled by a strategic and creative process that utilizes multi-disciplinary teams of experts to work as one on what a brand can really stand for; its point of view on the world. They translate brands' cutwater into content they publish across media and through technology; turning brands into channels and consumers into fans. They've done this for some of the most iconic brands in the world including Brawny, Google, Levis, Jeep, Ray Ban and LensCrafters, as well as exciting challenger brands like Sunrun, Feeding America, Ariat and American Giant. Cutwater is led by Founder and Chief Creative Officer, Chuck McBride, and Principal and President, Christian Hughes.
SOURCE Georgia-Pacific
Share this article