Brawny has a rich history as a much-loved American brand, with an iconic character and loyal following. However, with an array of competition at all tiers vying for attention at shelf, and a number of de-listings, Brawny sales were suffering. Our brief was to create a breakthrough and flexible packaging system that embraced Brawny’s heritage and drove reconsideration at shelf.
We sought to communicate the product’s toughness in a unique way and so reinvented the Brawny man – giving him back his confidence and identity as the strong, capable Giant. Inspired by comic book heroes, we worked with an illustrator to develop a character that conveyed the toughness of the product. We played with scale and cropping of the character to ensure that he remained both mysterious and appealing.
Since launch, the new packaging has engaged consumers and promoted sharing on social media.