Charmin Toilet Paper

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History

Time Flies When You're on a Roll

History

Charmin® has been
helping people Enjoy the
Go for decades. See how
the story unfolds, from
past to present.

Meet The Bears
1920

1920s

1920

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 Hoberg Paper. Charmin was designed to look like feminine fashions of the day.

1930

1930s

1930

1932 — Charmin introduced its 4-roll package.

1940

1940s

1940

1940 — Modern style-type replaced script lettering on the product label.

1950

1950s

1950

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 discontinued all products except bath tissue, which it continued to distribute on a regional basis.

1956 — The "Charmin Lady" was replaced with "Charmin Babies Your Skin" graphics on the product packaging.

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.

1950 — Hoberg changed its name to Charmin Paper Company and continued to produce bath tissue, paper napkins, and other paper products.

1960

1960s

1960

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.

Charmin became the first one-ply bath tissue to add perfume.

1970

1970s

1970

1978 — Mr. Whipple was named the third-best-known American—just behind former President Nixon and Billy Graham.

"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 10 people.

1973 — P&G patented a new manufacturing technique that produced softer Charmin. The new paper was softer, while the strength remained the same.

1970 — Charmin television commercials featured former Knots Landing star Joan Van Ark and Charlotte Rae from the sitcom The Facts of Life.

1980

1980s

1980

1986 — To meet consumer demands, Charmin introduced unscented Charmin and Charmin Free products (free of inks, dyes, and perfumes).

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.

1990

1990s

1990

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.

After a 14-year hiatus, actor Dick Wilson returned to star as Mr. Whipple in new television commercials to introduce the Charmin upgrade.

1998 — Charmin celebrated its 70th birthday.

2000

2000s

2000

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.

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.

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.

2001 — Charmin introduced the adorable Cubs as part of its animated commercial series.

Regular Charmin became even softer. The new, improved Charmin was so much softer, you could feel the difference.

2000 — A new animated advertising campaign was launched, called “Call of Nature,” featuring a bear in the woods experiencing Charmin's comfortable feeling.

P&G presented Dick Wilson (Mr. Whipple) with a lifetime achievement award at a reception with his family and friends.

2010

2010s

2010

2012 — Charmin introduces new Charmin Ultra Strong®, with new DuraClean™ texture.

Charmin Ultra Soft® is awarded the Best New Product Award.*

*Winners are chosen using consumer appeal and repurchase intent measures proprietary to BrandSpark International. Winners are based on the highest numerical scores, and not necessarily on statistical significance. For more information visit
www.BestNewProductAwards.biz.

2011 — Charmin introduces new Charmin Basic®, with new DuraFlex™ texture.

2010 — December 2010 — Charmin welcomes its 1,500,000th visitor at the Charmin Restrooms in New York.

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