For the month of March, which also happens to be Women’s History Month, Brawny is celebrating women by replacing the Brawny Man on its packaging with a Brawny Woman. The campaign, #StrengthHasNoGender, also includes a series of short films featuring a number of inspiring women in the STEM fields and an anthem video featuring trailblazers from Harriet Tubman to Serena Williams.

For the entire month of March shoppers will be able to pick up the new female mascot packaging only in Walmart stores. The brand and agency Cutwater have been looking to change the packaging for a few years now and were finally able to pull it off.

“The biggest, most courageous piece of it was, we are going to put a woman on these packages and make them available for everyone. I always think it’s fun when packaged goods clients are hip enough to change something and offer something special, kind of like when Coke put names on its cans,” Chuck McBride, Cutwater chief creative officer, said.

The move also fits nicely with the brand’s ongoing Stay Giant campaign, aimed at encouraging Americans who “face adversity with strength and resilience.”

Brawny worked with Cutwater to create a series of short films for the campaign as well. Each of the four films features a woman in the science, technology, engineering or mathematics field. One woman, Vernice Armour, is the first African-American female combat pilot and the first African-American female pilot in the U.S. Marine Corps. Another, Brittany Wenger, came in first place in the 2012 Google Science Fair for developing an app called Cloud4Cancer that provides users with a breast cancer diagnosis test.

“These aren’t just stories of strength, but they are stories of intellectual strength as well,” McBride said. Each one is designed to showcase stories of women who have navigated different obstacles to achieve their goals. Another spot, for example, features an oral surgeon and clinical assistant professor of OMFS at Penn Dental School, Dr. Anna Kornbrot. She was the first woman to graduate from Columbia College. The final is the story of Patty Lopez, Ph.D., an engineer who created more than 50 products for five different businesses. She also holds seven imaging patents.

Cutwater also created the spot “Breaking Barriers,” which is meant to be the more emotional piece in the campaign. It features some of the most iconic women who have broken barriers in their time using the visual of glass actually shattering to convey that idea.

Finally, throughout the month, Brawny will be working with Girls Inc. to encourage more young women to get involved in STEM fields by donating $75,000 to the organization.

The brand kicked off the #StrengthHasNoGender campaign last year on International Women’s Day with a campaign from Cutwater. For the first iteration of the campaign, Brawny replaced its iconic male Brawny Man mascot with real, powerful women, but didn’t get as far as replacing the mascot on the actual packaging.

Agency – Cutwater

Chief Creative Officer – Chuck McBride

Associate Creative Director – Aaron Sanchez

Art Director – Nathan Lewis

Art Director – Rebecca Schefkind

Copywriter – Jay Brockmeier

Executive Producer – Michael Huntley

Content Producer – Robbie Weidie

Producer – Kimberly Grear

President, Principal – Christian Hughes

Group Account Director – Coleen Karkazis

Account Director – Greer Gonerka

Client: Brawny® – Georgia-Pacific, LLC

Gary Gastel – Senior Brand Director

Shari Neumann – Senior Director, Content Lead

Santiago Arboleda – Director, Brand Building Leader

Frances Morgan – Senior Brand Manager

Joel Potts – Senior Associate Brand Manager

Breaking Barriers Credits

Scheme Engine – Production Company

Executive Producer – Sheira Rees-Davies

Producer – Cisco Newman

Director – James Larese

DP – Sing Howe Yam

Triggr & Bloom – Post Company

Color & VFX – Triggr & Bloom

Post Producer – Monica Blackburn

Editor – James Larese

Interview Video Credits

Mat Guido – Blast

Director – Alison Klayman

Line Producer – Dana Popoff

Editorial Company – Beast

Editor – Doug Walker

Color – Dave Burghardt

Executive Producer – Jon Ettinger

Assistant – Seth Andrews