The campaign was centered around changing the perception of what it means to be strong. The work, from film to social to packaging all highlighted women who have broken barriers. Historical and modern pioneers were celebrated, while the brand broke news by replacing its iconic brand character, The Brawny Man® with a woman, an unheard of move in the space. Brawny also filmed four short documentary films with women who have broken through in STEM (Science, Technology, Engineering and Math) fields.

PR outreach to top-tier consumer media launched the #StrengthHasNoGender initiative on March 1, the first day of Women’s History Month. Distribution included a national press release and customized media kits, which featured the Special Edition female Brawny packaging, videos of inspiring women in STEM fields and campaign creative images. Brawny also partnered with Girls Inc., where Brawny donated $75,000 to the organization’s Operation SMART initiative.

Personalized Brawny packages were created featuring images of influential women in media, resulting in a segment on the Ellen DeGeneres Show where she revealed the Brawny package with her image and talked about the campaign.

Additionally, Brawny partnered with barrier breaking tennis champions Serena and Venus Williams to promote the campaign. Serena appeared in the campaign anthem video, while Venus conducted a national media tour. Each put out branded content across their social media channels in support of the initiative. 

In its first three days, the campaign saw more than 50 earned media placements and 25 earned media placements which blew the total impressions from last year out of the water. Ultimately 1,956,654,206 total impressions were made by the end of the month long campaign.

The limited edition packaging flew off the shelves and the brand saw a 42% sales increase at featured stores, 20% sales increase at participating stores. But most importantly, the brand continued to see positivity consumer support for this initiative and some even claimed to be Brawny converts.