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Brawny
Brawny Pet Product Launch
Recognizing the rising demand for durable and reliable pet care solutions, Brawny identified a strategic opportunity to expand its trusted brand into a new category. Brawny Pet was developed as a dedicated line of paper products engineered specifically for pet owners. Upholding the brand’s legacy of quality and strength, Brawny Pet delivers superior absorbency, durability, and performance: offering thicker, stronger, and higher sheet-count products designed to handle the unique demands of pet care with confidence and consistency.
After developing a cohesive design and messaging system for the Brawny Pet national launch, we “unleashed” the work in-home, in-store and online, educating pet parents everywhere about the brand's new product line.
Graphic design: Jack Ross
Copywriting: Maggie Bittner
Creative direction and concepting: Chris Haas
The Challenge
Introducing a new product line in an established and highly competitive category required a strategic approach. Brawny faced the task of launching Brawny Pet, a sub-brand that needed to capture attention, communicate credibility, and clearly differentiate itself within the crowded pet care market.
To meet this challenge, we developed a bold design and messaging system that extended Brawny’s core attributes of strength and reliability into the pet care space. The creative direction was built to resonate with pet owners, instilling confidence that Brawny Pet delivers the same trusted durability they already associate with the Brawny name.
To support retail partnerships and drive in-store traffic, a direct mail campaign was launched featuring bold creative and clear product messaging. Distributed through key retailers like Meijer, the mailers introduced consumers to the new Brawny Pet line while reinforcing shelf placement. The campaign effectively bridged awareness and conversion, highlighting the strength and reliability of Brawny Pet products while driving engagement and purchase intent among pet owners.
To ensure a cohesive and effective retail launch, comprehensive product detail page (PDP) content and in-store point-of-sale (POS) materials were developed to support Brawny Pet’s retail partners. The PDP assets included optimized copy, lifestyle imagery, and feature callouts designed to clearly communicate product benefits and drive online conversion. In-store, bold shelf talkers, endcap displays, and product signage reinforced the same messaging and visual identity. Together, these materials created a seamless brand experience across digital and physical retail environments, supporting awareness and conversion.
Results
Through a unified design and messaging strategy, optimized digital retail content, digital ads, in-home and robust in-store support, Brawny successfully launched Brawny Pet as a credible extension of its trusted brand. The campaign strengthened visibility across retail and e-commerce channels while positioning Brawny as a dependable provider of durable, high-performance pet care products. Insights from this initiative will continue to guide future brand and product development, ensuring Brawny remains aligned with the evolving needs of today’s pet parents.
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