Brawny triples down on the paper towel wars with a new 3-ply option—and it’s giving out free house cleanings

Chris Morris

<ul>
<li><strong>Brawny is launching three-ply paper towels.</strong> The paper towel market is expected to hit nearly $9 billion within five years. To promote the new brand, the company is offering free house cleanings in three markets.</li>
</ul>



<p>Paper towels aren&#8217;t just a staple of every kitchen. They&#8217;re an increasingly large business category. Now Georgia Pacific is looking to increase its footprint in the field.</p><div class="paywall-selector"></div><div class="paywall">



<p>Brawny paper towels, a GP holding, have upped their strength and absorbency, launching a new three-ply option and creating a premium paper towel category in the process. The new paper towels, the company says, are stronger, more absorbent, and more durable than the competition.</p>



<p>What can one do with a three-ply towel? Well, beyond cleaning up that orange juice you spilled on the counter, Brawny says they can be used to scrub greasy pans, wipe down a grill, or deep-clean a tub.</p>



<p>Paper towels aren&#8217;t something that might seem to be in need of innovation. You&#8217;re clumsy (or too lazy to grab a napkin) and you use them to take care of the problem. But the category&#8217;s growth potential is notable. A recent study projected that by 2030, the paper towel market <a href="https://finance.yahoo.com/news/paper-towels-market-size-worth-140000333.html">could be worth $8.95 billion</a>, at a 5.3% CAGR. Many manufacturers have been increasing their manufacturing capacity for the product since the pandemic, when the market saw substantial growth.</p>



<p>To promote the new product, Brawny is sending out crews of cleaners to select homes: three-men crews dressed like the company&#8217;s iconic mascot in his checkered red shirt. (The <a href="https://fortune.com/2017/03/06/brawny-paper-towel-man-now-woman/">Brawny woman</a> will seemingly not be a part of this campaign.) Three homes in three cities—New York, Los Angeles, and Dallas–Fort Worth—will be selected for the complimentary cleaning service.</p>



<p>To sign up, <a href="https://www.brawny.com/3-Ply-Guys">head to the company&#8217;s website</a>.</p></div>

It's giving out free house cleanings to promote the new product.

Brawny triples down on the paper towel wars with new 3-ply option

<b>Did your workplace make our list of the 100 Best Companies to Work For?
<a href="https://fortune.com/ranking/best-companies/?&itm_source=fortune&itm_medium=article_tout&itm_campaign=AprMayMag">Explore this year's list.</a>
</b>

F-BreakingNews

Retail

Finance

Brand offers free house cleanings to promote the new product.

Brawny triples down on the paper towel wars with a new 3-ply option—and it's giving out free house cleanings

Brawny triples down on the paper towel wars with new 3-ply option | Fortune

A different kind of Brat summer: Johnsonville will offer an 80-pound, 249-link variety pack of sausages, brats, and hot dogs, which comes with its own hand truck

/2025/05/23/brat-summer-johnsonville-sausages-brats-hot-dogs-249-party-starter-contest/

/2025/05/23/brawny-three-ply-paper-towel-free-house-cleanings/

Jennimai Nguyen

Marketing Brew

Brands could start shunning AI for social media marketing and advertising, instead using their feeds to show off ‘proof of reality,’ consultant says

/article/brands-shunning-ai-social-media-marketing-advertising/

Sasha Rogelberg

A frowning man holds the door open to an Urban Outfitters.

Tariffs are threatening the accuracy of fall fashion trends by forcing earlier clothing shipments amid supply-chain headaches, Urban Outfitters CEO says

/2025/05/22/tariffs-threatening-accuracy-fall-fashion-trends-urban-outfitters/

Fatima Hussein

The Associated Press

U.S. Mint says it’s stopping penny production

/2025/05/22/u-s-mint-says-its-most-recent-order-of-penny-blanks-will-be-its-last/

Leo Schwartz

OpenFX raises $23 million led by Accel to build near-instant cross-border transactions

/2025/05/22/openfx-accel-stablecoins-crypto-venture-foreign-exchange-blockchain/

Emma Burleigh

Hundreds of billionaires pledged to give away $600 billion to charity—but the Bill Gates and Warren Buffett era of philanthropy may be over

https://fortune.com/2025/05/24/gates-buffett-philanthropy-new-era-of-giving-women-french-gates-mackenzie-scott/?itm_source=parsely-api

Jason Ma

Jerome Powell tells Princeton grads not to take universities for granted and that 'integrity is all we have—guard it carefully'

https://fortune.com/2025/05/25/jerome-powell-princeton-commencement-speech-universities-trump-harvard-integrity-fed-rates/?itm_source=parsely-api

Dairy Queen CEO says he learned from Warren Buffett that being the 'smartest person in the world' isn't the most important attribute for success

https://fortune.com/2025/05/21/dairy-queen-ceo-warren-buffett-advice-job-interview-passion-intelligence/?itm_source=parsely-api

Alan Suderman

15 years ago, a software developer paid for two pizzas with 10,000 bitcoin. Those pies would be worth $1.1 billion today

https://fortune.com/article/pizza-bitcoin-day-story-laszlo-hanyecz-papa-johns-pizzas-value/?itm_source=parsely-api

Preston Fore

Shark Tank's newest star gives Gen Z grads a reality check—that they need to 'wake up earlier and stay up later' to achieve their dreams

https://fortune.com/2025/05/23/billionaire-kind-founder-daniel-lubetzky-gen-z-college-graduate-advice-shark-tank-boomers/?itm_source=parsely-api

There's a 'buyer's strike' on U.S. assets as foreign investors can't stomach huge deficits anymore, analyst warns

https://fortune.com/2025/05/24/debt-crisis-foreign-buyers-strike-us-assets-deficits-treasury-bonds-dollar-selloff/?itm_source=parsely-api