Brawny's new "Summon the Strongest" campaign refreshes its brand identity, featuring a redesigned Brawny Man mascot in modern, relatable contexts. The character engages in activities like sharing vision boards and using social media slang. The campaign, crafted by Joan Creative, spans multiple platforms and promotes Brawny's new three-ply paper towel product, positioning it competitively against brands like Bounty. The efforts aim to reconnect with consumers shifting towards private label brands, while maintaining the iconic appeal of the Brawny Man, now depicted as relatable and dependable for today's audience.
"We saw the opportunity to bring new dimension to his visual identity - not by changing who he is, but by elevating what has always made him iconic."
"The result is a Brawny Man who feels heroic yet relatable, dependable, and relevant to today's consumer."
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