Brawny

America uses 13 billion lbs of paper towels each year. That, of course, is good news for most paper towel brands. Except Brawny. They know that most socially aware people feel a tinge of guilt when they use and throw away paper towels. So the innovation lab at Brawny came up with a simple way to help people use less. Brawny Tear-a-Square. A quarter sheet for little messes.

To introduce it, we created an idea that would make most paper towel brands uncomfortable. Instead of telling people to use more paper towels, we tell them to stop wasting full sheets of paper towels for small messes. After all, Brawny has the strength and size for messes of all kinds.