Brawny Features Strong Women in Flannel for #StrengthHasNoGender Campaign

The social effort honors International Women's Day

Headshot of Katie Richards

To honor International Women's Day on Tuesday, paper towel company Brawny will swap its iconic Brawny Man mascot with four powerful women—each of who is making a difference in her own way. While you won't find the women on the packaging, their images will appear on the brand's social media accounts throughout Women's History Month.

The "#StrengthHasNoGender" campaign showcases CEO and president of Alvarado Construction Linda Alvarado; WNBA player Swin Cash; firefighter Maureen Stoecklein; and dean and president of the Morehouse School of Medicine Dr. Valerie Montgomery Rice. The brand chose women who embody strength and resilience in male-dominated fields. Each woman stars in a short documentary showing how she has overcome adversity. They all sport the traditional red and black Brawny Man flannel, too.

"International Women's Day is a significant event when it comes to celebrating the accomplishments of women and promoting conversation about female leadership," Frances Morgan, brand manager for Brawny, told Adweek in an email. "Together, with our creative agency Cutwater, we felt it was an important time to have the brand help create a narrative about this topic that is both authentic and inspiring, especially with the recent launch of our 'Stay Giant' campaign."   

The move comes just a few weeks after Brawny rebranded with the help of San Francisco agency Cutwater, opting for a new look for the iconic Brawny Man. On the new packaging, shoppers no longer see a full-length image of the ultra-manly, flannel-touting mascot. With the launch of the "Stay Giant" campaign, the man's head is now cropped off to make him appear giant.

Brawny launched the "#StrengthHasNoGender" campaign to celebrate "facing life's challenges with strength of character," Morgan added. The brand also touts the fact that 23 women were involved in the production.

"It wasn't like we planned a change. In fact the [Brawny] Man isn't going anywhere," Chuck McBride, CCO of Cutwater, told Adweek via email. "We had this idea for a social media conversation and it grew from there. Besides, it's good to keep the "Stay Giant" idea and the brand flexible in today's media. It keeps it fresh and conversational." 


Client: Georgia-Pacific, LLC

Creative Credits: Brawny – #StrengthHasNoGender

Agency: Cutwater LLC Agency

Founder/CCO: Chuck McBride

Principal/President: Christian Hughes

Executive Producer: Daniel Tuggle

Associate Creative Director: Gong Liu

Account Director: Sarah Owens

Senior Account Manager: Greer Gonerka

Associate Content Producer: Kimberly Lewis

Production Company: kaboom productions

Executive Producer / Owner: Lauren Schwartz

Directors: Ricki Stern and Annie Sundberg

Producer: Suzanne Umberger

Editorial Company: Hustle Co.

Executive Producer: Daniel Tuggle

Editor: Naomi Goodman

Editor: Inome Callahan

Editorial Company: Misfit

Editorial Executive Producer: Jim Vaughan

Editor: Marissa Rosado

Audio: MSquared

Chief Audio Engineer: Mark Pitchford

Color: Color A Gogo

Executive Producer: Kim Salyer

Colorist: Kent Pritchett

Music Supervision: Blue Scout Music

Music Supervisor: Joey Prather

@ktjrichards Katie Richards is a staff writer for Adweek.