Women prefer men like their paper towels: big and strong.
Ahh... leave it to Brawny to bring me the first good laugh of the work week. They are certainly leveraging the appeal of the Brawny Man campaign for all it is worth. And we have to admit - it is effective.
Introducing the Brawny Academy. On June 12 reality TV viewers will be able to watch real husbands learn sensitivity from the Brawny Man himself. We were convinced it was a hoax, but after watching the trailer we are almost inspired to tune in. This integrated marketing approach is worth noticing - especially for a product as "unsexy" as a common paper towel.
The development of the Brawny Man has taken years to perfect. Georgia-Pacific relaunched the brand in '04 after considerable R&D and generous input from consumers. In late '03 thousands of women entered an essay contest to define the ideal rugged lumberjack icon we know today. After years in the #2 spot, the Brawny brand was rebuilt from the ground up with the intent of translating paper towel attributes into emotion - and therefore selling power. The improved product and packaging were reintroduced to the market in the hopes of pushing the paper towel into the #1 position.
If you missed the Innocent Escapes video campaign a few months back, you can still see it online. Aimed at women 25-34, the site and the collection of videos proved to be an incredibly innovative method of marketing a product to target consumers. The premade video clips are very tongue-in-cheek, but any honest woman must admit that the humor is spot on. Ensuring the viral campaign took off, the site allows you to customize your own video and send to a friend. (Imagine Hallmark.com's eCards with a lumberjack.) Clever. Fun. And we loved the brand's willingness to poke fun at themselves. Best of all, Georgia-Pacific only spent 1% of their ad budget on the effort
Competitors take note: Brawny's marketing strategy is creative and intrusive enough make the brand the first in the consumer's mind and the shopping cart. By being relevant and embracing new media integration they've not only slid into the top spot, they've become part of pop culture.
Introducing the Brawny Academy. On June 12 reality TV viewers will be able to watch real husbands learn sensitivity from the Brawny Man himself. We were convinced it was a hoax, but after watching the trailer we are almost inspired to tune in. This integrated marketing approach is worth noticing - especially for a product as "unsexy" as a common paper towel.
The development of the Brawny Man has taken years to perfect. Georgia-Pacific relaunched the brand in '04 after considerable R&D and generous input from consumers. In late '03 thousands of women entered an essay contest to define the ideal rugged lumberjack icon we know today. After years in the #2 spot, the Brawny brand was rebuilt from the ground up with the intent of translating paper towel attributes into emotion - and therefore selling power. The improved product and packaging were reintroduced to the market in the hopes of pushing the paper towel into the #1 position.
If you missed the Innocent Escapes video campaign a few months back, you can still see it online. Aimed at women 25-34, the site and the collection of videos proved to be an incredibly innovative method of marketing a product to target consumers. The premade video clips are very tongue-in-cheek, but any honest woman must admit that the humor is spot on. Ensuring the viral campaign took off, the site allows you to customize your own video and send to a friend. (Imagine Hallmark.com's eCards with a lumberjack.) Clever. Fun. And we loved the brand's willingness to poke fun at themselves. Best of all, Georgia-Pacific only spent 1% of their ad budget on the effort
Competitors take note: Brawny's marketing strategy is creative and intrusive enough make the brand the first in the consumer's mind and the shopping cart. By being relevant and embracing new media integration they've not only slid into the top spot, they've become part of pop culture.
posted by franki durbin @ 9:22 AM PERMALINK
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