Creative Agency: Bulletproof
Client: Brawny
Location: UK

Bulletproof creates limited edition packaging for Brawny®

Bulletproof has created limited edition packs for Brawny paper towels to showcase the brand’s support of the Wounded Warrior ProjectTM (WWP). The packs are being sold for a limited time to help support and raise awareness of the needs of injured service members across the United States of America.

As well as an eye-catching design that manages to retain brand equities, the pack also features QR/text codes and web/Facebook links that enable shoppers to give back to heroes and their families. The packs are being rolled out across stores in the US from July 9th 2012.

The project involved partnerships between multiple stakeholders and was centered around a brief focused on clearly communicating the various ways of supporting the cause. Bulletproof’s challenge was to produce a pack design that engaged and informed the consumer about WWP and promoted a call to action. The objective was to enable consumers to send messages of appreciation to service members or make donations to the Wounded Warrior Project.

As part of the initiative, brand owner Georgia-Pacific is making a direct donation of $250,000 to WWP, and will also donate $1 (up to an additional $250,000) for every individual who shares a “Thank You” note on the Brawny Towels Facebook page, ”Likes” Brawny Towels on Facebook, or Texts THANKS to 272969 between June and December 2012. Donations raised will benefit a variety of programs and services WWP offers, to meet the needs of injured service members and their families.

“Bulletproof developed the idea of communicating the personal stories of Wounded Warriors on pack which was then extended across the campaign. This has become an important piece of our campaign, which highlights the issues and challenges faced by service members. We appreciate Bulletproof’s creativity and have received great feedback from customers and consumers alike.”
Lanier Thomas, Director of Marketing for Brawny at Georgia-Pacific

“It was a privilege to help bring to life the partnership between Brawny and the Wounded Warrior Project on this special package design. We are very happy with the final result which is eye catching yet respectful to the cause. Beyond the packaging, Bulletproof has also participated in the development of wider communications of this important cause.”

Catriona Crombie, Group Account Director at Bulletproof