Deliverables were split between Cutwater (external agency handling Brawny branding + the SHNG campaign) and me. I took their assets, built the landing page, and designed the supporting email campaign.
The problem
At the time, Brawny held only a fraction of the market share of the leading competitor. To grow, Brawny had to showcase both the product and its brand equities — differentiating from the category and giving consumers and retailers a reason to buy. Strength has always been one of Brawny’s core equities, and in recent years the brand began redefining what strength means, broadening the definition beyond the traditional frame.
The campaign recurs every March for Women’s History Month. Two teams work on deliverables concurrently to hit a March 1 launch. Coordinating across teams surfaces obstacles — assets often aren’t finalized until a week before launch, so placeholders and reference images carry much of the work through early rounds.
The core audience was habitual premium paper-towel purchasers who believe in paying for quality but still shop deals. Segmented into five groups: college-age women (18–24) in the Southeast; Hispanic women 45+ in the Southwest; healthcare service providers 45+ in the Northeast; African-American military women; and women under 55 who opted into Quilted Northern (another GP brand).
Redesigned commemorative pack.
The process
Asset synchronization was the hardest coordination problem — the external agency was still finalizing hero photography and copy while I was building the landing page and email templates. Early rounds leaned heavily on placeholders.
Final emails.
Designing with partners
The landing page was wireframed by Cutwater. I took their preliminary layout, integrated an infographic, and built the responsive mobile experience.
The learnings
With the work I contributed, Brawny got over 300 million earned impressions across social media, plus numerous articles and television segments. That drove stronger adoption of the Brawny brand by retailers and consumers.
Coordinating across creative agencies is hard when deliverables and goals aren’t aligned — I was delivering emails and a landing page while the agency was finalizing the ad campaign. We had to stay in sync: the ads couldn’t drive to a landing page that didn’t exist, and the landing page couldn’t be complete until the agency’s assets were final.