Earlier this year, Georgia-Pacific gathered its marketers and agencies together at a "boot camp" held to unveil the findings of a study that assessed whether the ads for its brands were truly female-friendly.

And Douwe Bergsma – CMO of the Atlanta, Georgia-based firm – was confident the body of work would record multiple successes, given its "Stay Giant" campaign for Brawny paper towels has actively championed female consumers, Angel Soft toilet tissue caused a stir with a viral video celebrating single moms on Father's Day, and Dixie disposable tableware has flagged up the importance of spending time as a family without cellphones.