After Booting Its Lumberjack for a Woman in Flannel, Brawny Lands on Ellen

The next phase of the 'Strength Has No Gender' campaign

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Barrel-chested hunks have long been the workhorses of the branding realm. Some—Mr. Clean, the Marlboro Man—were born on the drawing boards of postwar Madison Avenue. But as recently as 2010, with “The Man Your Man Could Smell Like,” Old Spice proved that pecs and biceps never quite go out of fashion.

That is, until they do. Heads turned in March when the Brawny paper towel brand sent its resident hunk packing for the first time in 43 years—and put a

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the April 17, 2017, issue of Adweek magazine. Click here to subscribe.