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Brawny
Finding Our Strength

RAN IN: United States

CLIENT
Georgia-Pacific

Douwe Bergsma - CMO
Tracy Chamblee - Sr. Brand Manager, Brawny Paper Towels
Fernando Gonzlez - VP, General Manager
Shari Neumann - Mktg. Director, Brand Center
Lanier Thomas - Brand Director, Brawny Paper Towels

AGENCY
DDB New York *Lead Agency

Tom McDonnell - Group Creative Director


Edelman

Chris Stalcup - Creative Director


Moxie

Justin Archer - VP, Executive Creative Director


Bulletproof

Tony Connor - Design Director


AMG

Sean Conciatore - Chief Creative


SUMMARY

The Brawny brand has always been known for strength, so to meet our business challenges we looked to harness that equity in an unconventional and much more meaningful way than clichd attribute claims. Through a partnership with Wounded Warrior Project, a nonprofit organization we admired and that shared our equity in strength, we increased awareness for this important cause and, in the process, also improved consumer opinion of the Brawny brand and grew our sales volume.

CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: TV, Radio, Interactive, Social Networking Sites/Applications, PR, Retail Experience, Sales Promotion, Events, Packaging, Consumer Involvement, Trade Shows

Audience: Men, Women

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English