CLIENT
Georgia Power Corporation
Rob Lorys, VP - Mktg.
Gino Biondi, Dir. of Towels
Patrick Dodson, Brand Manager
Brent Sussman, Market Research Manager
AGENCY
Tammy Auel, Producer
Lisa Koenigsberg, Account Exec.
Maria McHugh, Account Planning Dir.
Linus Karlsson, Writer
Paul Malmstrom, Art Dir.
Victor Kimble, Account Dir.
SUMMARY
The Brawny "Role Reversal" campaign set out to re-build relevance for a 29 year old paper towel brand that had been witnessing a steady decline in household penetration. The campaign re-positioned Brawny on a more relevant functional platform of "Versatility" and re-awakened the brand's masculine personality to talk to female consumers in a totally new way for the category: from patronizing them to romancing them. During the advertised period, Brawny's shelf turn increased significantly, dwarfing that of the market leader, who had witnessed distribution gains over the period and was out-spending Brawny four to one.
