“Stay Giant” showcases a new attitudinal resilience, embodied by The Brawny Man, who is front and center in all communications and returns to a mythical, giant size. The campaign hits on emotional and human notes, encouraging people to focus on overcoming tough, everyday challenges. “This new, larger-than-life packaging treatment perfectly communicates his confidence, as well as the product he represents.”īrawny worked with advertising agency partner Cutwater to create the “Stay Giant” campaign focusing on getting back to the brand’s heritage of toughness and strength and revamping the brand’s identity beyond paper towels for a new generation. “The Brawny Man is the ultimate symbol for rolling up your sleeves and getting the tough jobs done,” says Tonya Hight, strategic design manager, Brawny ® Paper Towels. This new packaging draws inspiration from classic comic book heroes to infuse strength and confidence into The Brawny Man’s larger-than-life persona and adds a touch of mystery. With the new campaign also comes the introduction of new “giant” Brawny packaging featuring more sheets on every roll versus the leading national brand with comparable roll and sheet size. “We have, however, modernized The Brawny Man to appeal to the consumer of today and provide them with what they need to conquer tough messes and ‘Stay Giant.’” “For this new creative direction, we went back to our roots to showcase The Brawny Man with the larger-than-life look he had in the 1970s,” said Gary Gastel, senior brand director, Brawny Paper Towels. At 41 years old, The Brawny Man has never looked better and serves as the focal point of the new campaign, which embodies the brand’s spirit of toughness and celebrates the resilience of Americans in overcoming life’s daily challenges. Georgia-Pacific, the maker of Brawny ® Paper Towels, has unveiled a new national advertising campaign – “Stay Giant™” – featuring a larger-than-life version of the iconic character, The Brawny Man ®.
Look out America – a giant is appearing on screens and retail aisles near you!
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