Stay Giant
At risk of extinction due to stiff competition and lost market share, the once-loved “big tough towel” needed a complete overhaul. In a presentation our client described as the best they have ever seen, we redefined strength and steered Brawny away from hawking paper towels to a purpose driven idea around resilience and character.
Problem
Decades of competing in side-by-side “mystery blue liquid” comparisons and fighting to the bottom on price resulted in a diluted brand image and Brawny was being outspent by the category leader 50:1. To get back on track, we needed to revive Brawny as a powerful challenger brand with a relevant message and salient purpose.
Insight
Always Face Life’s Challenges with Strength of Character. Our audience, the “warrior caregiver,” resonated with the idea of strength not as physical brawn, but resilience. They reject the idea of unrealistic perfection in favor of a more authentic and relatable view on the world. Brawny customer’s are bigger than their messes.
Solution
Stay Giant. We reintroduced the Brawny Man as the physical giant he once was, but with a more contemporary message of resilience that encouraged consumers to recognize and value their strength within. This distinctive positioning allowed the brand to be relevant and have a point of view in conversations far beyond cleaning.
Relevancy
Beyond tremendous increases in sales and overall brand health metrics, the campaign inserted Brawny into pop culture and conversation, garnering earned media on The Ellen DeGeneres Show and The Today Show as well as winning the highest 2018 Effie Award in the household supplies & services category.
Press
Adweek: Cutwater Launches a National Integrated Campaign for Brawny Entitled Stay Giant
Fast Company: The Brawny Man is a Man no Longer, Because #StrengthHasNoGender
Marketing Comm. News: Cutwater Named AOR for Unison Home Ownership Investors
Adweek: Brawny Features Strong Women in Flannel for #StrengthHasNoGender Campaign 
