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Article | July 19, 2012
Brawny pack supports Wounded Warrior Project
Limited-edition wrapper for Georgia-Pacific’s Brawny paper towels support injured service members and their families across the U.S.
Sign the “Wall of Thanks” page or “like” the Wounded Warriors page and the makers of Brawny® paper towels will donate $1 to the Wounded Warriors Project™ (WWP). As of July 19, upwards of $281,000 were donated to “help us support our nation’s heroes and their families,” says the Web site.
Brawny packaging is also part of Georgia-Pacific’s effort to support these veterans and their families. As of July 9, the company began to sell limited-edition packs of the paper towels to help support and raise awareness of the needs of injured service members.
Georgia-Pacific worked with Bulletproof to create the packs. 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.
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The project involved partnerships between multiple stakeholders and was centered around 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 WWP.
Beside sharing a “Thank You” note or a “Like” on the Brawny Towels Facebook page, consumers can text THANKS to 272969 between June and December 2012. Donations raised will benefit a variety of WWP programs.
The 1.5-mil low-density polyethylene film is supplied by Accredo Packaging. Graphics are flexo-printed in five colors with a white backup. There are three different final design versions, each featuring a personal story and image of the Wounded Warrior. Special Brawny paper towel packaging highlighting Wounded Warrior stories that will be in participating retailers across the country.
“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,” says 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,” adds Catriona Crombie, Bulletproof’s group account director. "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.”
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