In search of a real-life Brawny man. Is that too much to ask for?
— EmilyyNM (@EmilyyNM) March 2, 2017
Apparently this month, it’s going to be a lot more difficult to find your Brawny Man:
— Emily McDonald (@emilydmcd) February 22, 2017
— Ryan Teague Beckwith (@ryanbeckwith) March 2, 2017
More from TIME’s Motto:
The next time you buy some paper towel rolls, you might notice a big change in one brand’s packaging. For Women’s History Month, the iconic Brawny man is being replaced by a woman.
The new packaging features a woman wearing the classic red and black flannel shirt. You’ll be able to purchase the limited-edition eight-roll packages during the month of March in Walmart stores across the country.
It’s all part of the paper towel brand’s #StrengthHasNoGender initiative, which is in its second year. The campaign was started by Georgia-Pacific, Brawny’s parent company, in an effort to champion women in STEM fields (Science, Technology, Engineering, and Math).
Can’t they champion women without getting rid of an iconic man?
— Kemberlee Kaye (@KemberleeKaye) March 2, 2017
Needless to say, plenty of women are super-stoked:
— Anastacia Young (@anastacia_liana) March 1, 2017
— tanya shuckhart (@mediatanya) March 1, 2017
— Sarah Weber (@sweb_marketing) March 1, 2017
— Angad Kaur (@AngadKaurKhalsa) March 1, 2017
Heck yeah! Brawny Celebrates Women’s History Month By Featuring a Woman on Its Packaging https://t.co/u9tJF6IynH
— Ciara Montero (@CiaraMontero) March 2, 2017
— Alicia Esperanza (@AliciaEsperanz) March 2, 2017
Awesome! The Brawny Man Gets Replaced With a Woman for Women's History Month https://t.co/Wqh0W5rIGC
— Sarah Mobin (@smobin) March 2, 2017
— Valerie Kan (@valerie_kan) March 2, 2017
— Brittany James (@bitty_boop) March 2, 2017
— Sami McKenzie (@sami_mack) March 2, 2017
But would they still be as excited if they knew about this?
Brawny is owned by Georgia-Pacific, a subsidiary of Koch Industries. https://t.co/LSYcNErd2O
— Adam Hirsch (@theadamhirsch) March 2, 2017
Uh-oh … that’s highly problematic!