The design agency was charged with creating packaging design that would support and call attention to the #strengthhasnogender campaign. We wanted to make a noticeable change on package that embodied the Brawny® positioning of strength and resilience, while showcasing that these attributes are also female qualities.

Develop Brawny® brand limited edition #strengthhasnogender package which maintains key graphic equities including Brawny® red plaid, Brawny® logo, 'Strength of character' pose, with a woman in place of the Brawny® Man.

PR placements were received on TV, print, social media, online etc. as a result of the program, most of them featuring the limited edition #strengthhasnogender package. To date there have been over 1.5 billion earned media impressions vs. 100MM for the same program last year. Same program, one big difference, a package as part of the marketing mix.