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...