Brawny, the Georgia-Pacific owned paper towel company, has broken away from its male iconic symbol to give women the spotlight, by replacing the muscular lumberjack with true-life prominent women throughout the entire month in celebration and honor of Women’s History Month. The #StrengthHasNoGender campaign showcases inspirational women who exemplify strength and spirit in primarily male-dominated professions. “There are women and girls everywhere who exhibit strength and resilience in their lives, and that’s the inspiration behind the Brawny #StrengthHasNoGender campaign,” said the company’s Senior Brand Manager, Frances Morgan. In addition to its packaging redo, Brawny will donate $75,000 to Girl’s Inc., an advocacy group that encourages young girls to enter STEM fields (science, technology, engineering, and math). It’s a big step for the iconic Brawny brand who’s company male symbol stood for toughness. This is the second year in a row Brawny supported Women’s History Month and its a continuous marketing effort to support gender equality. Brand marketing can be a challenge to consistently be successful at. A business needs to build their branding efforts based on design appeal, consistent delivery, relatable identity, consumer understanding, and brand loyalty; all while remaining relevant. A brand like Brawny who is subconsciously tied to their male mascot by consumers takes a big marketing risk by dramatically changing its brand symbol, but on the flip side, it’s a bold and receptive strategy given the marketing and cultural trends lately. In our opinion, it’s a risk worth taking.