In 2015, the new Brawny® campaign “Stay Giant®” shifted the message from physical toughness to the emotional and universal qualities of strength and resilience, affirming that there’s a giant inside all of us, men and women alike. For Women’s History Month, we recognized an opportunity to champion the idea that ‘#StrengthHasNoGender’. We wanted to celebrate strong women who’ve shown resilience and broken barriers – be it by succeeding in a male-dominated field, not giving up when the odds were stacked against them, or helping other women realize that they can rise to the challenge. We even see a women wearing the iconic Brawny® red plaid at the end of the video. Changing the conversation to #StrengthHasNoGender and putting authentic women in the place of The Brawny Man® generated substantial positive conversation online about what ‘toughness’ really means. It also showed that a paper towel brand can have a progressive voice.

The program started off with a 30-second video introducing the idea of #StrengthHasNoGender prior to International Women's Day via national paid digital and social media support. It continued throughout Women's History Month with a national digital ad campaign including 90-second video documentaries highlighting the real stories of four women from traditionally male-dominated professions who have overcome adversity and are inspiring others through their resilience and accomplishments. These women conducted local interviews to help PR the initiative and bring awareness to the #StrengthHasNoGender conversation. Social media influencers online also helped to drive engagement. Assets from the documentary shoot were then used to develop teaser videos used in social media and digital placements.

Total earned media impressions for the campaign were: 76,213,718. The campaign received tremendous press, with write-ups in Creativity, Fast Co. Create, AdWeek, Campaign, and many other publications.