The “Do you know a Brawny Man?” campaign by DVC Worldwide for Georgia-Pacific was honored with the Promotion Marketing Association’s Super Reggie last week at the PMA’s annual meeting in Orlando, FL.
“We and Georgia-Pacific are very honored to have earned the award, not only because we compete against the best of the business, but also because it showed what teamwork, solid planning and great execution can do for a brand, on both the top and the bottom line,” Jim Lustenader, senior executive vice president, strategic services, DVC Worldwide, said yesterday.
The campaign’s success can be summed up in part by the following key measurements: Brand volume during June, the kick off month, was up 31% versus one year ago. During the overall promotion period, which ran from May to October, brand volume was up 12.3%, five times the growth of the entire category, which was up 2.4%. Brand share during the overall promotion increased 10% from 10.5% to 11.5%. During June the brand had its highest dollar share, 13.2%, and highest unit share, 12.8%, the highest monthly share values in the past year for Brawny. For trade performance, they achieved 57% all account volume (ACV) food retail display and 67% ACV feature activity for two weeks in June, the highest for the brand in the past three years.
Thousands of entries came in from across America, most from wives and girlfriends who believed they did know a Brawny Man — and that he deserved to be in a calendar pin-up.
Atlanta-based Georgia Pacific wanted to leverage the Brawny paper-towel icon with a summertime contest that asked women to send in photos and 150-word descriptions explaining why their guy is as rugged as the product. One dozen semi-finalists traveled to New York City for photo sessions, and the grand-prize winner got a Dodge Durango and a limited run as the packaging model. Dedicated TV spots, print ads in USA Today and People magazine, and an eight-market mobile tour supported.
In the contest’s first two weeks, more than 40,000 entries were downloaded from the site — a great start, especially considering that entry volume wasn’t a primary objective. Looks like women did want 365 dates with a Brawny man.
