The Brawny Man has been selling paper towels since 1974. Is he still relevant? In this episode, Semiserious pitches brand strategies that evolve the icon for today’s market, from femme-forward campaigns to brand mascot redesigns.

So if you love mess, you’re gonna love this episode of “Can They Brand That?®” where the strongest paper towel brand meets the strongest 20-minute improvised brainstorm. That’s right, @BrawnyTowels  stans, Semiserious founders Allie LeFevere and Lyndsay Rush Sanders spilled their brains—and Brawny man fantasies—all over the place just for you (and also because they knew there was a 3-ply on standby).

From pickup lines to Mr. Clean folklore to Queer Eye for the Brawny Guy, this episode never throws in the towel on trying to infuse some modern humor and life into the legacy brand. FYI: This episode was recorded before we rebranded from Obedient Agency to Semiserious Agency.

 

 

Timestamps:

00:00 Intro, Show Rundown, Brawny Brand Audit, and Banter About The World’s Strongest Paper Towel
02:03 The Brainstorm Begins!
04:54 Pitching Brawny: Brand Refresh Ideas & Our Best and Wildest Campaign, Stunt, and Activation Concepts
19:47 Mascot O’Clock [Funny Mascot Ideation] 25:25 Hired or Fired [Should Brawny Hire Us? Best Ideas in Review]

Key Branding Ideas from This Episode:

• The power of hyperbole transforms ordinary product attributes into memorable brand statements.
• Amplifying features through exaggerated claims elevates brand perception, making it stand out in crowded markets. For example, framing Brawny as “stronger than Bounty” elevates the product from functional to legendary.
• Playing with opposites and contrast enhances brand storytelling and builds engagement.
• Contrasting qualities generate memorable narratives and deepen emotional connections, making the brand relatable and entertaining.
• Embedding humor and absurdity fosters brand differentiation and humanizes corporate identity.
• Humor creates emotional affinity and makes the brand more memorable, breaking through traditional advertising noise.
• Connecting product attributes to everyday scenarios amplifies relatability and reinforces brand promise.
• Positioning Brawny as the hero of household chaos taps into universal experiences, sustaining brand relevance.
• The concept of “herd lore” and storytelling around mascots cultivates brand mythology and customer engagement
• Developing backstories for mascots creates a narrative universe, deepening brand loyalty and fostering community.
• Subverting or reimagining traditional campaigns invites curiosity and adds a layer of playful rebellion.
• Invoking scandals or surprises creates anticipation, making the brand stand out as daring and fun.
• Simplicity and clarity in executing humor and absurd concepts ensure they resonate and stick.
• Straightforward ideas maximize memorability, effectively reinforcing brand identity.

 

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Semiserious is a female-founded humor branding agency for CPG brands. Their sweet spot is working with founder-led or venture-backed DTC startups to build brands using comedy as a core strategy to help brands stand out in a crowded market. Their roster includes industry darlings like Clif Bar, Native, Blue Bunny, Waterboy, Pie, Argent, JOI, ABC Fine Wine & Spirits, Yogi Tea, Choice Organics, GEN Z, The University of Chicago, Alleyoop, Better Than Booze, Backwoods, Bad Rabbit, U Suck at Golf, Hobbyist, and the Dallas Cowboys, but they would never brag about it in their bio. This funny branding agency has offices in Chicago and Nashville, but works with clients globally.

Say hi or snoop around:

🔔 Subscribe for weekly branding brainstorms → https://www.youtube.com/@semiseriousagency
📺 Watch the full Can They Brand That?® show series → https://bit.ly/can-they-brand-that-playlist
🌐 Work with Semiserious: https://semiseriousagency.com/

ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to bring some much-needed levity into the world where we can.

#BrawnyBranding #CanTheyBrandThat #HumorBranding #BrandStrategy #FunnyMarketing #HeritageRebrand