Dive Transient:
- Brawny immediately (Might 5) launched the “Summon the Strongest” marketing campaign, per particulars shared with Advertising Dive. The trouble is inclusive of a brand new model identification, up to date packaging and the return of the Brawny Man mascot.
- The brand new Brawny Man seems as an outsized determine in two 30-second spots and throughout social movies that put the character in trendy contexts, like sharing a imaginative and prescient board, talking in web slang or making a “prepare with me” video.
- Developed by Joan Inventive, the marketing campaign spans TV, digital and social channels and is in help of a brand new three-ply paper towel product that’s in contrast favorably in adverts to competitor Bounty.
Dive Perception:
Brawny is the most recent CPG model to undertake a model refresh and promote it in a brand new promoting marketing campaign to reconnect with customers, greater than half of whom are more and more buying non-public label manufacturers, per a current NielsenIQ report.
Central to the hassle is a revamped Brawny Man, the larger-than-life lumberjack determine that debuted greater than 50 years in the past. The brand new portrayal appears to floor the character within the model’s legacy whereas making him extra approachable for a brand new era of customers.
“We noticed the chance to deliver new dimension to his visible identification — not by altering who he’s, however by elevating what has all the time made him iconic. The result’s a Brawny Man who feels heroic but relatable, reliable, and related to immediately’s client,” mentioned Holly Karlsson, artistic director at Bulletproof, the model company that crafted the brand new model identification, in a press launch.
The Brawny Man and refreshed model visuals seem in “Summon the Strongest,” probably the most built-in marketing campaign Brawny has completed in years, per info shared with Advertising Dive. Developed by company Joan Inventive, the marketing campaign spans TV, digital and social channels and reintroduces the Brawny Man as a determine that may lend a serving to hand — and paper towel — throughout life’s messy moments. The marketing campaign consists of two 30-second spots, “Birthday” and “Treehouse,” set within the aftermath of a fortieth birthday celebration and through a children’ sleepover, respectively.
The marketing campaign will prolong to social by always-on content material, influencer partnerships, behind-the-scenes footage and real-time engagement throughout TikTok, Instagram and Fb. Social movies present the Brawny Man within the acquainted contexts of content material creators, together with a “prepare with me” video. One video exhibits the mascot being compelled to make use of on-line slang akin to “goated” and “goblin mode” although he breaks the fourth wall to indicate his discomfort with the ill-fitting lingo.
“The best way he behaves in trendy contexts and involves life throughout the channels all of us have interaction with defines what it means to make legendary manufacturers related in immediately’s world,” mentioned Jaime Robinson, co-founder and chief artistic officer at Joan, within the press launch.
Manufacturers lately have regarded to revamp their mascots and put them in new channels and contexts extra fitted to youthful customers. McDonald’s introduced its McDonaldland mascots to Minecraft as a part of a tie-up across the hit movie, whereas Mucinex launched Mr. Mucus on Tinder and Jack within the Field’s Jack Field cameoed on YouTube present “Sizzling Ones Versus.”
Brawny mum or dad firm Georgia-Pacific is a part of privately owned Koch Inc. An advocacy group funded partially by Koch Inc. Chairman and Co-CEO Charles Koch has sued President Donald Trump for imposing tariffs on all imports from China.
