These Limited-Edition Brawny Paper Towels Have a New Lumberjack
Laura McQuarrie — March 6, 2017 — Marketing
References: brawny & hellogiggles
To mark Women's History Month, Brawny paper towels is introducing new limited-edition packaging that swaps its iconic Brawny Man mascot for a female, celebrating that #StrengthHasNoGender.
Last year, Brawny paper towels introduced its #StrengthHasNoGender campaign in celebration of Women's History Month on International Women's Day. This year, it is continuing to tell meaningful stories from inspiring women, particularly those who work in the world of STEM. This includes notable women like self-taught coder Brittany Wenger, oral surgeon and the first woman to graduate from her Ivy League college, Dr. Anna Kornbrot, as well as Vernice Armour, the first-ever black female combat pilot in the US Armed Forces.
As such, Brawny's #StrengthHasNoGender campaign this year is supporting Girls Inc. Operation SMART with $75,000.
Last year, Brawny paper towels introduced its #StrengthHasNoGender campaign in celebration of Women's History Month on International Women's Day. This year, it is continuing to tell meaningful stories from inspiring women, particularly those who work in the world of STEM. This includes notable women like self-taught coder Brittany Wenger, oral surgeon and the first woman to graduate from her Ivy League college, Dr. Anna Kornbrot, as well as Vernice Armour, the first-ever black female combat pilot in the US Armed Forces.
As such, Brawny's #StrengthHasNoGender campaign this year is supporting Girls Inc. Operation SMART with $75,000.
Trend Themes
1. Gender Empowerment in Marketing - The trend of brands promoting gender equality through their marketing campaigns, like Brawny's #StrengthHasNoGender, presents an opportunity for disruptive innovation in messaging and representation.
2. Celebrating Women in STEM - The trend of highlighting and celebrating women in STEM fields, as seen in Brawny's campaign featuring self-taught coders and female combat pilots, offers opportunities for disruptive innovation in STEM education and career support.
3. Limited-edition Packaging - The trend of creating limited-edition packaging to raise awareness for special occasions or social causes, as exemplified by Brawny's release for Women's History Month, presents opportunities for disruptive innovation in packaging design and storytelling.
Industry Implications
1. Marketing and Advertising - Marketing and advertising agencies can leverage the trend of gender empowerment in marketing to develop creative strategies that promote inclusivity and challenge traditional gender stereotypes.
2. STEM Education and Advocacy - Organizations focused on STEM education and advocacy can capitalize on the trend of celebrating women in STEM to develop innovative programs and initiatives that inspire and support girls and women in pursuing STEM careers.
3. Packaging and Design - Packaging and design companies can explore the trend of limited-edition packaging to create unique and impactful packaging solutions that align with specific events or social causes, providing a strong storytelling element to consumer products.
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