Brawny - Strength has no gender
So for readers outside the USA Brawny has a 40 year history of having a strong man in red lumberjacks on pack (their Marlboro Man if you like), but this year changed things up creating a huge stir by switching to a woman on pack. Surprisingly controversial. It even made it onto TV show 'Ellen' where the whole debate was amplified several notches. If a quick scroll of reactions teaches you anything it's that people do really care, and notice this stuff!