The #StrengthHasNoGender Campaign Celebrates Women's History Month
Katherine Pendrill — March 10, 2016 — Marketing
In honor of Women's History Month, Brawny is launching its #StrengthHasNoGender campaign. While the popular paper towel company's rugged lumberjack mascot has long served as an icon of masculinity, now the brand is shedding the spotlight on powerful women instead.
Starting on International Women's Day, Brawny will begin replacing its Brawny Man mascot with a series of Brawny Women on its social media accounts. The series will feature four notable women who embody different aspects of strength, such as WNBA player Swin Cash and the dean and president of Morehouse School of Medicine Montgomery Rice. Not only are the women's plaid-clad visages shown on Brawny's social media, but they are also the subject of brief documentaries that discuss the idea of strength and the obstacles they have faced as women.
#StrengthHasNoGender demonstrates how brands can show their support for gender equality and move away from polarizing ad campaigns.
Starting on International Women's Day, Brawny will begin replacing its Brawny Man mascot with a series of Brawny Women on its social media accounts. The series will feature four notable women who embody different aspects of strength, such as WNBA player Swin Cash and the dean and president of Morehouse School of Medicine Montgomery Rice. Not only are the women's plaid-clad visages shown on Brawny's social media, but they are also the subject of brief documentaries that discuss the idea of strength and the obstacles they have faced as women.
#StrengthHasNoGender demonstrates how brands can show their support for gender equality and move away from polarizing ad campaigns.
Trend Themes
1. Gender Equality in Advertising - The #StrengthHasNoGender campaign showcases how brands can promote gender equality by featuring powerful women in their marketing campaigns.
2. Celebrating Women's History Month - The campaign highlights the accomplishments of notable women, embracing Women's History Month and recognizing their contributions to society.
3. Empowering Stories of Strength - The brief documentaries featuring the Brawny Women encourage empowerment by sharing the obstacles they have faced and how they have overcome them.
Industry Implications
1. Advertising and Marketing - The campaign presents an opportunity for companies in the advertising and marketing industry to create inclusive and empowering campaigns that resonate with diverse audiences.
2. Paper Products and Household Supplies - The #StrengthHasNoGender campaign opens up possibilities for paper towel and household supply companies to redesign their branding and messaging to be more inclusive and relevant.
3. Sports and Entertainment - The inclusion of WNBA player Swin Cash in the campaign highlights an opportunity for sports and entertainment industries to celebrate and promote female athletes, breaking stereotypes and advocating for gender equality.
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