For 40 years, the Brawny® brand has symbolized toughness and featured a muscular icon, The Brawny Man®, on-pack to reinforce this. In 2015, we launched a new campaign that shifted the Brawny® message from physical toughness to the emotional and universal qualities of strength and resilience. The campaign’s message, ‘Stay Giant®,’ affirmed that there is a giant inside all of us, men and women alike. For Women’s History Month, we recognized an opportunity to make the statement that ‘Strength has no Gender’. This introductory video to the program made a powerful statement in that a woman is featured in place of The Brawny Man®. Changing the conversation to #StrengthHasNoGender and putting authentic, strong women in the place of The Brawny Man® generated positive conversation about what ‘toughness’ really means.