As the No 2 brand in a commodity category, Brawny paper towels would not win market share on product attributes alone. In response, we set out with Georgia-Pacific to create a national love affair with the brand, and we established "Innocent Escapes" to help.

Innocent Escapes is an interactive programme comprised of approximately 20 video clips that feature the quintessential 'strong yet sensitive man' - a perfect personification of the Brawny brand. Users are able to piece together the short clips, creating their ultimate online escape.Once complete, users can email their escapes to friends, or download a Brawny Man -screensaver.