The company has broken away from its usual male mascot, the 'Brawny Man', to give women the spotlight, replacing the muscular lumberjack with a series of true-life prominent females on its packaging throughout March in celebration of Women's History Month.
Those selected to appear on the limited-time Georgia-Pacific packaging include student-scientist Brittany Wenger- the first female to graduate from her college at the University of Pennsylvania, Dr Anna Kornbrot - the first African-American female naval aviator in the Marine Corps Vernice Armour, and computer scientist Dr Patty Lopez.
"There are women and girls everywhere who exhibit strength and resilience in their lives, and that's the inspiration behind the Brawny #StrengthHasNoGender campaign," says senior brand manager at Georgia-Pacific, Frances Morgan, in a statement published on CNBC.
Brawny also donated $US 75,000 (around $99,300 AUD) to the advocacy organisation, Girls Inc, which aims to inspire young girls to get into STEM careers in the fields of science, technology, engineering and math.
Despite the campaign's intention to celebrate women, the brand's Facebook cover photo features a female with her head cut off and a promotional hashtag stretched diagonally across the woman's chest.
In the USA, women are also currently paid close to 20 per cent less than their male counterparts.
Regardless, you can watch the video below of Wenger, who won first prize at the Google Science Fair in 2012 for developing a statistical framework that had the ability to diagnose breast cancer at a 99 per cent success rate, with the student happy to help overcome the standard viewpoint of what a computer scientist looks like.
Brawny's Strength Has No Gender Campaign Facebook Post Source: Facebook
"One of the biggest strengths I have needed to show in college is that intellectual strength, the vigour to seek out novel questions and have creative solutions - it was really nice to break down stereotypes of what people think a modern coder looks like," Wenger says in the video.
