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

• Brawny is launching three-ply paper towels. 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.

Paper towels aren’t just a staple of every kitchen. They’re an increasingly large business category. Now Georgia Pacific is looking to increase its footprint in the field.

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.

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.

Paper towels aren’t something that might seem to be in need of innovation. You’re clumsy (or too lazy to grab a napkin) and you use them to take care of the problem. But the category’s growth potential is notable. A recent study projected that by 2030, the paper towel market could be worth $8.95 billion, 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.

To promote the new product, Brawny is sending out crews of cleaners to select homes: three-men crews dressed like the company’s iconic mascot in his checkered red shirt. (The Brawny woman 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.

To sign up, head to the company’s website.

This story was originally featured on Fortune.com