Procter & Gamble
Popular Procter & Gamble brands:
Charmin is widely listed as one of the top toilet paper brands by consumers. Loved for its clean comfort and strength Charmin toilet paper has been a much loved necessity item for years.
Charmin Frequently Asked Questions, from Procter & Gamble
Timeline & History of Charmin
1928: Charmin was manufactured by the Hoberg Paper Company in Green Bay, Wisconsin. The design was described as “charming” by an employee, and the Charmin brand name was born (pronounced “shar-min”). The Charmin name and logo were officially registered by Hobery Paper. Charmin was designed to look like feminine fashions of the day.
1932: Charmin introduced its 4-roll package.
1940: Modern type style replaced script lettering on the product label.
1950: Hobery changed its name to Charmin Paper Company and continued to produce bath tissue, paper napkins, and other paper products. Charmin releases a toilet paper television commercial featuring the Delta Queen.
1953: A new baby graphic was added to the packaging to symbolize the gentle softness and quality of Charmin. The “Charmin Baby” was born and took its place along with the “Charmin Lady” on the packaging.
1956: The “Charmin Lady” was replaced with “Charmin Babies Your Skin” graphics on the product packaging.
1957: Procter & Gamble (P&G) acquired Charmin Paper Company. The original Charmin family included paper towels, paper napkins, facial tissue, and bath tissue. P&G eventually discounted all products except bath tissue, which it continued to distribute on a regional basis.
1964: The Mr. Whipple (aka “George the Grocer”) character was created to promote the “squeezable softness” of Charmin. Mr. Whipple appeared for more than 20 years in Charmin television, radio, and print advertising.
1964: Charmin became the first one-ply bath tissue to add perfume.
1970: Charmin television commercials featured former Knots Landing star Joan Van Ark and Charlotte Rae from the sitcom The Facts of Life.
1973: P&G patented a new manufacturing technique that produced softer Charmin. The new paper was softer, while the strength remained the same. Consumer tests in 1973 showed the product was preferred more than three-to-one over the leading competitor.
1978: Mr. Whipple was named the third-best-known American – just behind former President Nixon and Billy Graham.
1978: “Please don’t squeeze the Charmin!” was named by R.H. Bruskin Associates as the most recognizable advertising slogan among those tested – being identified by eight out of ten people.
1978: Charmin bath tissue distribution was expanded across the U.S. – it was available in all 50 states. The Charmin Plus 6-roll package was introduced.
1985: Actor Dick Wilson, who portrayed Mr. Whipple for more than 20 years and appeared in more than 500 commercials, hung up his grocer’s apron.
1986: To meet consumers demands, Charmin introduced unscented Charmin and Charmin Free products (free of inks, dyes, and perfumes).
1988: Charmin releases their “Charmin Living Colors” toilet paper television commercial. While the commercial found some national success the products were limited released for only a short while.
1993: Charmin Ultra, an upgraded Charmin product, was introduced along with Charmin Plus with Lotion and Aloe.
1994: Charmin introduced the “Big Squeeze”, a 9-roll pack, and the Double Roll, which contains twice as many sheets as a regular roll, to keep pace with consumers’ needs.
1997: Charmin Triple Roll was introduced. Charmin continued its soft and strong heritage, and was able to fit on a standard bathroom roll holder.
1998: Charmin celebrated its 70th birthday.
1999: In June 1999, in what was its biggest upgrade in 10 years, P&G introduced new Charmin, making it the most absorbent regular bath tissue in the U.S., while maintaining its renowned softness.
1999: After a 14-year hiatus, actor Dick Wilson returned to star as Mr. Whipple in new television commercials to introduce the Charmin upgrade.
1999: Charmin Kid Fresh was introduced in the U.S., bringing the only moist, flushable wipe for kids to the Charmin family of products.
2000: A new animated advertising campaign was launched, called “Call of Nature,” featuring a bear in the woods experiencing the comfortable feeling of Charmin.
2000: P&G presented Dick Wilson (Mr. Whipple) with a lifetime achievement award at a reception with his family and friends.
2000: The first public “Charminized” bathroom arrived at the Ohio State Fair. Families were treated to a clean, freshly painted, and renovated restroom, stocked with Charmin Ultra.
2001: Charmin introduced the adorable Cubs as part of its animated commercial series.
2001: Regular Charmin became even softer. The new, improved Charmin was so much softer, you could feel the difference.
2001: Charmin introduced Charmin Freshmates Rolls, America’s first moist bath tissue on a roll, regionally in the Southeast Mid-Atlantic states.
2001: The “Charminized” restroom, now known as The Charmin Potty Palooza, made an appearance at 15 of the nation’s largest state fairs.
2005: Charmin MegaRoll and the Charmin Extender were introduced. The MegaRoll lets consumers change the roll less often because it combines the sheets of four regular rolls of Charmin into one. With the Charmin Extender, the MegaRoll fits easily into most consumers’ existing toilet-tissue holders.
2005: Charmin also introduced Charmin Basic, the quality bath tissue with softness, strength, and value rolled into one.
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2006: Charmin unveiled the first-ever fully staffed, deluxe public restrooms in New York City’s Times Square for the holiday season. The Charmin Restrooms offer accessible, family-friendly facilities in high-traffic areas during the busiest time of the year. The restrooms received more than 330,000 people from all over the world.
2007: November 19, 2007 – Charmin said a final farewell to Dick Wilson, 91, who portrayed the lovable Mr. Whipple in Charmin advertising from 1964 to 1985.
2007: Charmin introduced a new product, Charmin Ultra Strong, and the slogan “Rediscover Charmin. Choose the one that’s best for you.” The “Call of Nature” bear campaign featured a red bear for Charmin Ultra Strong and a blue bear for Charmin Ultra Soft.
2008: Charmin partners with the SitOrSquat mobile app to help people find clean public restrooms when they’re on the go.
2010: December 2010 – Charmin welcomes its 1,500,000th visitor to the Charmin Restrooms in New York. Charmin releases “Charmin Ultra” tv commercials, featuring the Charmin Bears family.
2011: Charmin introduces new Charmin Basic, with DuraFlex texture, and airs its first Basic TV commercial.
2013: With the continued success of the Charmin Bears, Charmin releases the “Baby Got Back” commercial advertisement, which receives 1.4+million views in just 5 months.