Strength Has No Gender

Brawny is back again with their #StrengthHasNoGender campaign. They launched this campaign in March of 2016 in honor of Women’s History Month, which replaces their masculine-looking “Brawny Man” that is featured on their products with a woman (who wears the same red flannel). This campaign is about idolizing strong women who have broken down the barriers in traditionally male-dominated fields. There is a series of YouTube videos that feature different women who share their personal stories of overcoming stereotypes.  In addition to this, Brawny has partnered with Girls Inc and has contributed $75,000 to help develop girls’ enthusiasm for STEM fields as part of its Operation SMART program.

For over 40 years, Brawny has used a male figure to represent the strength of their products. By switching to a female figure, Brawny is taking a stance and challenging women stereotypes. I think this is a great way for the company to participate in Women’s History Month and better target their products to women.