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.