You may notice a big change the next time you go buy some paper towel rolls. Brawny, known for its iconic logo featuring a burley man in a plaid shirt, replaced its male figure with a woman in honor of Women's History Month, Time reported. For the month of March, consumers can purchase limited-edition eight-roll packages in Walmart stores across the country.
It's all a part of the company's #StrengthHasNoGender initiative, which is in its second year, in an effort to encourage women to pursue STEM-related careers (Science, Technology, Engineering and Math).
She flaunts the same red and black flannel.
WATCH | Brawny celebrates Women's History Month.
The company is also reportedly donating $75,000 to Girls Inc.'s Operation SMART programming, which works to channel girls' interest and enthusiasm in STEM fields.
“Overall, what we hope to accomplish with this campaign is to promote conversation about what it means to be strong and resilient, and inspire women and girls everywhere to chase their dreams no matter what obstacles they may face,” Laura Knebusch, Vice President Marketing Activation at Georgia-Pacific (Brawny's parent company), told RealSimple.com.
Women are stoked.
💪🏼 women aren't a limited edition. Put men and women on your product all the time.— 71Metal (@71Metal) March 4, 2017
But some wish it wasn't limited edition.