Brawny® launches 3-ply paper towel and updates visual identity

The Brawny® brand has announced the launch of its new Brawny® 3-Ply paper towel, promoted as the strongest, most absorbent, and most durable product among national brands. According to the company, it is the only 3-ply option currently available on the market.

The “Summon the Strongest™” campaign, launched in the U.S. on May 5, accompanies a full portfolio upgrade, replacing the previous two-ply products. It also includes a refreshed brand identity, redesigned packaging, and the return of the Brawny® Man. The initiative aims to reposition the brand in a mature market where innovation is often limited.

According to company-cited research, 79% of consumers are looking for a tougher paper towel to handle tough messes like greasy pans, pet accidents, grills, and bathtubs. Brawny® claims its new product delivers superior strength, absorbency, and durability compared to other national brands.

“It’s rare to see a brand fire on all cylinders—new product, new campaign, and an iconic mascot reintroduced with purpose,” said Amanda Earley, Brand Director. “We’re not just launching a product — we’re cementing the Brawny® brand’s place as a formidable force in the paper towel category.”

 

The new visual identity was created by the Bulletproof agency and features modern typography, a prominent “STRONGEST PAPER TOWEL” claim, and an updated illustration of the Brawny® Man, aiming to preserve the brand’s legacy while appealing to a new generation.

“In a branding landscape increasingly shaped by personality and storytelling, mascots remain one of the most powerful tools for building emotional connection — and few carry the cultural cachet of the Brawny® Man,” explained Holly Karlsson, Creative Director at Bulletproof. “We saw the opportunity to bring new dimension to his visual identity — not by changing who he is, but by elevating what has always made him iconic. The result is a Brawny® Man who feels heroic yet relatable, dependable, and relevant to today’s consumer.”

The campaign was developed by JOAN Creative and includes actions across TV, digital, and social platforms such as TikTok, Instagram, and Facebook. The message positions the brand as a reliable backup when life gets messy. The strategy includes influencer partnerships, behind-the-scenes content, and ongoing posts to maintain strong visibility and engagement.

“I’ve been seeing the Brawny® Man on rolls of paper towels since I was six. To witness our team at JOAN reimagine this character — and the brand — for today’s audiences is truly an honor,” said Jaime Robinson, Co-Founder and Chief Creative Officer at JOAN. “The way he behaves in modern contexts and comes to life across the channels we all engage with defines what it means to make legendary brands relevant in today’s world.”

For more information, visit www.Brawny.com.