Cutwater Lends Giant Advice for New Brawny Paper Towels Spots

Leveraging Brawny’s historical brand equities, Brawny and Cutwater concepted “Stay Giant,” a brand identity that goes far beyond paper towels and refreshes Brawny’s tough equities for a new generation. “Stay Giant” hits on an emotional and human note, encouraging people to be resilient in the face of life’s daily challenges- from overcoming daily annoyances like an unexpected mess from a dog, to larger challenges in life like an injury following duty overseas. To showcase this attitudinal resilience, The Brawny Man is front and center in all communications and is shown in a mythical, giant size, originally seen in 1974.

The campaign also breaks from many of the conventions of traditional paper towel advertising that today’s consumers reject according to research conducted by Georgia-Pacific. Gone are the moms in sparkling clean kitchens smiling happily as they clean up someone else’s mess as if it was the highlight of their day. Also, today’s Brawny Man isn’t coming to the rescue to ‘save’ confused housewives facing cleaning problems they can’t solve on their own. Instead, The Brawny Man is the voice of reason and encouragement that helps people to rise up to a challenge, often very thankless daily tasks, and to not stress over the small stuff.