Charmin
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| Product type | Toilet Paper |
|---|---|
| Owner | Procter & Gamble |
| Country | US |
| Introduced | 1928 Hoberg Paper Company, Green Bay, Wisconsin |
| Related brands | Bounty, Puffs, Pampers |
| Markets | North America and Europe |
| Ambassador(s) | Mr. Whipple (Dick Wilson) |
| Tagline | "Enjoy the go" |
| Website | http://www.charmin.com/ |
Charmin /ˈʃɑːrmᵻn/ is a brand of toilet paper manufactured by Procter & Gamble, best known for its 21-year advertising campaign relating the worries of a fictional storekeeper, "Mr. Whipple".
The Charmin name was first created in 1928 by the Hoberg Paper Company in Green Bay, Wisconsin. In 1950, Hoberg changed its name to Charmin Paper Company and continued to produce bath tissue, paper napkins, and other paper products. Procter & Gamble (P&G) acquired Charmin Paper Company in 1957, but sold the right to make and market the product in Europe (where it is now known as Cushelle) to SCA in 2008.
Originally, the manufacturer wanted to emphasize the product's softness, but did not know how to convey that the idea of that physical sensation on television. The company's advertising agency suggested that shoppers be encouraged to squeeze the product in stores like a grocery shopper would squeeze a tomato to assess its softness, but there was some concern that retailers would object to customers manhandling their merchandise and thus damaging it before purchase. The problem was solved with the concept that the handling would be actively discouraged by a comic antagonistic retailer in the commercials. In an advertising campaign that lasted over twenty years, American advertisements featured actor Dick Wilson, playing the fictional grocer Mr. George Whipple. Mr. Whipple told his customers, "Please don't squeeze the Charmin!", emphasizing its softness in more than 500 commercials between 1964 and 1985.
The country song "Don' Squeeze My Sharmon," which was a minor hit for Charlie Walker in 1967, was inspired by the ad campaign for Charmin.
Charmin Ultra was originally called White Cloud until 1993.
In 1928 the logo mascot was a female silhouette, supplemented by a baby in 1953, replacing the woman by 1956.
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