The Brawny Man is getting a makeover.
Improved Brawny’s packaging features an updated Brawny Man character that is dramatically different than his predecessor. Gone is the blonde hair and mustache. The Brawny Man for the new millennium is dark-haired, dimpled and clean-shaven, although he still wears his familiar plaid shirt.
The hair and moustache was looking a little dated, to be sure. He’s basically been unchanged since 1974 — and I know I’ve updated my look a few times since then.
In developing the new Brawny Man character, Georgia-Pacific relied on extensive consumer research and testing, as well as on feedback received during last year’s “Do You Know a Brawny Man?(TM)” contest, in which more than 4,000 people submitted essays and photos of men who exemplified the traits associated with the Brawny Man.
“Through last year’s contest and other consumer feedback, we discovered how clearly our core consumers identify the Brawny Man as someone who is strong in body and character, yet very sensitive,” Burandt said. “To give new life to such a beloved figure was a real challenge and something we handled carefully and by listening to consumers’ ideas.”
Consumers participating in a study comparing the new and old Brawny Man images overwhelmingly preferred the revised icon. When asked which icon was most appealing, 73 percent of those in the study chose the new Brawny Man, compared with just 7 percent choosing the old Brawny Man. Additionally, the consumers interviewed said the new image fit better with the brand (64 percent), appeared stronger (66 percent) and appeared to be the most well- rounded (68 percent).
Because I don’t know about you, but I know I pick my paper towels based on the fictional character on the wrapper …
(via PR Bop)