"To launch its new three-ply paper towels, the brand decided to breathe new life into its lumberjack mascot, to help the Brawny Man stand out on store shelves and in culture. The brand puts its new heartthrob mascot into a partnership with Bachelor Nation's Rachael Kirkconnell to tap into a real-life messy moment-her high-profile breakup-and flip it into a story of strength and humor."
"The wink to pop culture and strong visual tie to product benefit generated 4.3 million-plus organic views and a 5.5% lift in purchase intent. Engagement soared across platforms (14% on TikTok and 5.7% on Instagram, well above industry benchmarks), while earned media drove more than 269 million impressions in The Wall Street Journal and on E!, TMZ, and more."
"Brand research, conducted with the Ad Council Research Institute, found that parents value creativity but don't fully understand the profound role it plays in their children's growth and development. Crayola started collecting children's artwork in the 1980s, and this year it unlocked its time capsule and began reuniting adults across the U.S. with the artwork they had created when they were kids."
Brawny relaunched its lumberjack mascot to support a new three-ply paper towel, pairing the refreshed Brawny Man with Bachelor Nation's Rachael Kirkconnell. A TikTok and Instagram video turned her messy breakup into a humorous, strength-focused moment as the Brawny Man cleans literal and metaphorical messes. The campaign delivered more than 4.3 million organic views, a 5.5% lift in purchase intent, engagement above benchmarks (14% on TikTok, 5.7% on Instagram) and over 269 million earned-media impressions. Crayola launched the Campaign for Creativity to shift parents' understanding of childhood creativity, reunited adults with childhood artwork from a time capsule, and produced #StayCreative short films featuring adults reflecting on early art experiences.
Read at Fast Company
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