Brawny Academy: Where women send their husbands to clean up their acts

Brawny paper towels, a familiar household brand since the 1970s, achieving awareness levels in excess of 90%, had become, by 2004, undifferentiated in a low-interest, commoditized category with no clear product attributes.

Brawny Academy: Where women send their husbands to clean up their acts

BELONGING TO A COMMODITIZED, UNINVOLVED CATEGORY.

There are all of the warning signs that the paper towel category is on the verge of becoming undifferentiated and commoditized by premium products.

IPSOS-ASI, March 2004

A familiar household brand since the 1970s, Brawny paper towels has enjoyed awareness levels in excess of 90%. However, in more recent years, the brand has struggled to gain relevance and differentiation due to the reality of competing in a low-interest, commoditized category (Source: Ipsos-ASI).

Making matters worse, Brawny has had no clear...

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