US EditionBrawny® Redefines Category Strength with New 3-Ply Paper Towels and Bold Brand Relaunch
- On May 5, 2025, Georgia-Pacific announced a nationwide rollout in Atlanta of Brawny's new 3-ply paper towels alongside a refreshed brand identity and campaign.
- The launch responds to consumer demand for a tougher towel that confidently handles tough messes in a category that has seen little recent innovation.
- The campaign called "Summon the Strongest" features updated packaging developed by JOAN Creative and a modernized Brawny Man mascot to reconnect with today's consumers.
- Brand leaders Amanda Earley and Jaime Robinson highlighted that the campaign cements Brawny’s category strength while the 3-ply product meets the needs of 79% of consumers seeking improved durability.
- This integrated effort by Georgia-Pacific and creative agencies Bulletproof and JOAN suggests Brawny aims to reclaim relevance and redefine strength in a mature paper towel market.
32 Articles
32 Articles
Brawny Unleashes a Bold New Product and New Brawny Man with an Empowering Message
Brawny—the iconic paper towel brand known for its plaid-clad strongman—has launched a major new brand platform, “Summon the Strongest,” signaling a reinvention of both product and persona. The fully integrated campaign introduces Brawny 3-Ply, the strongest product in the brand’s history, and debuts a newly cast, real-life Brawny Man—complete with a face, a voice, and a role in culture for the first time ever. Once a torso or a voice in the sky,…
Show of Strength: Brawny Man Springs to Life
Spill your coffee all over the place? Never fear! An XXL lumberjack who needs a shave is here to clean up the mess. Actor Brock Morse plays the living embodiment of the Brawny Man in spots from Joan Creative that drop today. In a battle of bearded, plaid-shirted mascots, he’d wipe the floor with Busch Guy, that’s for sure. “Casting the Brawny Man was no easy task,” Joan creative director Tom Francesconi tells Muse. “We went through multiple rou…
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