- Brawny today (May 5) launched the “Summon the Strongest” campaign, per details shared with Marketing Dive. The effort is inclusive of a brand new brand identity, updated packaging and the return of the Brawny Man mascot.
- The latest Brawny Man appears as an outsized figure in two 30-second spots and across social videos that put the character in modern contexts, like sharing a vision board, speaking in web slang or making a “prepare with me” video.
- Developed by Joan Creative, the campaign spans TV, digital and social channels and is in support of a brand new three-ply paper towel product that’s compared favorably in ads to competitor Bounty.
Brawny is the latest CPG brand to undertake a brand refresh and promote it in a brand new promoting campaign to reconnect with consumers, greater than half of whom are increasingly purchasing private label brands, per a recent NielsenIQ report.
Central to the effort is a revamped Brawny Man, the larger-than-life lumberjack figure that debuted greater than 50 years ago. The latest portrayal looks to ground the character in the brand’s legacy while making him more approachable for a brand new generation of consumers.
“We saw the opportunity to bring latest dimension to his visual identity — not by changing who he’s, but by elevating what has at all times made him iconic. The result’s a Brawny Man who feels heroic yet relatable, dependable, and relevant to today’s consumer,” said Holly Karlsson, creative director at Bulletproof, the brand agency that crafted the latest brand identity, in a press release.
The Brawny Man and refreshed brand visuals appear in “Summon the Strongest,” the most integrated campaign Brawny has done in years, per information shared with Marketing Dive. Developed by agency Joan Creative, the campaign spans TV, digital and social channels and reintroduces the Brawny Man as a figure that may lend a helping hand — and paper towel — during life’s messy moments. The campaign includes two 30-second spots, “Birthday” and “Treehouse,” set in the aftermath of a fortieth birthday celebration and through a kids’ sleepover, respectively.
The campaign will extend to social through always-on content, influencer partnerships, behind-the-scenes footage and real-time engagement across TikTok, Instagram and Facebook. Social videos show the Brawny Man in the familiar contexts of content creators, including a “prepare with me” video. One video shows the mascot being forced to make use of online slang equivalent to “goated” and “goblin mode” though he breaks the fourth wall to point out his discomfort with the ill-fitting lingo.
“The way he behaves in modern contexts and involves life across the channels all of us engage with defines what it means to make legendary brands relevant in today’s world,” said Jaime Robinson, co-founder and chief creative officer at Joan, in the press release.
Brands in recent times have looked to revamp their mascots and put them in latest channels and contexts more suited for younger consumers. McDonald’s brought its McDonaldland mascots to Minecraft as a part of a tie-up around the hit film, while Mucinex launched Mr. Mucus on Tinder and Jack in the Box’s Jack Box cameoed on YouTube show “Hot Ones Versus.”
Brawny parent company Georgia-Pacific is an element of privately owned Koch Inc. An advocacy organization funded partly by Koch Inc. Chairman and Co-CEO Charles Koch has sued President Donald Trump for imposing tariffs on all imports from China.
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