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The "Charmin Bears" is a collective family of parents and children. Initially there was just one family of brown bears, with
Leonard the Bear accompanied by Molly, Bill, Amy and Dylan. This was later split into distinct families of bears: five blue ones called the "Charmin Ultra Soft Family" and five
319:
issued a report in 2019 saying that
Charmin toilet paper was still being manufactured almost exclusively from forest fiber, much of it sourced from Canada's boreal forest. By November 2019, NRDC claimed that 201,000 people had signed its petition to Procter & Gamble asking the company to change
225:
Originally, the manufacturer wanted to emphasize the product's softness, but did not know how to convey 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
641:
In the 1950s, Hoberg changed their name to the
Charmin Paper Company. Charmin changed the 'Charmin lady' on the packaging to the 'Charmin baby' to symbolize the ultimate in softness. This would be followed by the famous ad campaign of the admonishing women and men around the country with 'don't
230:
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
336:
Beginning in
October 2023, P&G announced that it would introduce a new design of Charmin Ultra Soft toilet paper, this time with scalloped edges in response to complaints about the former toilet paper design—which was composed of squares with straight edges—not tearing smoothly.
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The
Charmin brand got its start in 1928 with a woman's cameo silhouette on the package ... In 1953, Charmin further softened its image by placing a baby alongside the woman. In 1956, the Charmin Lady was bounced altogether, leaving the baby to fend for itself as the brand
206:. 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. Charmin Ultra was originally called White Cloud until 1993.
642:
squeeze the
Charmin!' to highlight the paper's tempting squeezability. Ultimately, the company landed on a campaign called 'Call of Nature' featuring an outspoken family of animated bears who are unafraid of talking about 'the go' and how to enjoy it.
542:
1928: From
Charming to Charmin—Hoberg paper introduces Charmin. The logo—a woman's head from a cameo pin—was designed to appeal to feminine fashions of the day. A female employee called the packaging 'charming', and the product's brand name was
268:
In 2001, three cubs were added to the family, and by 2007, a blue bear was introduced for the "soft" brand and a red bear for the "strong" brand. The bears later became part of the packaging, replacing the baby in 2004.
616:
2001—The
Charmin animated bears welcomed three bear cubs to the family ... 2007 ... The 'Call of Nature' bear campaign featured a red bear for Charmin Ultra Strong and a blue bear for Charmin Ultra Soft.
862:
239:. Mr. Whipple told his customers: "Please don't squeeze the Charmin!", emphasizing its softness in more than 500 advertisements between 1964 and 1985, and later returning in 1999–2000.
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Whoever thought of the
Charmin Bears (named Molly, Leonard, Bill, Amy, and Dylan, for the record) understood that cute adds wit to the bodily function conversation.
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The
Charmin bear, which Procter & Gamble has used since 2000 in United States campaigns for Charmin toilet paper, originated in Britain.
521:
Associated Press report, November 19, 2007 ("Wilson appeared in over 500 commercials for Charmin between 1964 and 1985"), accessed same day.
242:
The country song "Don't Squeeze My Sharmon", which was a minor hit for Charlie Walker in 1967, was inspired by the ad campaign for Charmin.
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the Charmin ads featuring the family of bears whose little ones seem to always be getting toilet paper stuck to their bottoms
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advertisements. In an advertising campaign that lasted over twenty years, American advertisements featured actor
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In 1928, the logo mascot was a female silhouette, supplemented by a baby in 1953, replacing the woman by 1956.
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784:"In the car on their way to visit Bill, the family belts out the classic '99 rolls of TP in the Stall.'"
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Graphic Design Rants and Raves: Bon Mots on Persuasion, Entertainment, Education, Culture, and Practice
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582:"An animated soap drop with sales experience in Latin America is being put to work in the U.S."
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advised consumers not to use Charmin toilet paper, stating that it is bad for the environment.
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In 2010, the company changed the logo to add flecks of toilet paper to the bears in the logo.
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A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture
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Free Charmin Extender to hold the Charmin Mega Roll away from recessed toilet paper holders
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Comparison of former (left) and current (right) designs of Charmin Ultra Soft toilet paper
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Among the new releases, Charmin's family of bears makes its way through airport security
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995:"Charmin Changes up its Toilet Paper, Trading in Straight Perforations for Wavy Tears"
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The Charmin name was first created on April 19, 1928, by the Hoberg Paper Company in
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in Britain and introduced to the United States in 2000. The original bear was not
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757:"There was free Wi-Fi on the flight, so Molly was able to #tweetfromtheseat"
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942:"The Issue with Tissue: How Americans Are Flushing Forests Down the Toilet"
357:
Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble
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703:"Charmin Bear Reads Kafka's 'The Metamorphosis' on the Toilet in New Ad"
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863:"Greenpeace Releases Latest Recycled Tissue and Toilet Paper Guide"
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The new animated advertising campaign was called "Call of Nature".
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In 2008, P&G sold the European operations and product line to
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968:"Tell Charmin: Nature's Calling, and She Wants Her Forests Back!"
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918:"Charmin Toilet Paper & FlushableWipes | Sustainability"
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was eventually replaced with "The Charmin Bear", created by
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506:"The Associated Press: Actor Who Played Mr. Whipple Dies"
163:
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that was launched in 1928, and it is currently owned by
1021:"Charmin Rolls Out New Toilet Paper Rip-Off Technology"
389:"P.& G. Sacrifices White Cloud in Battle of Brands"
679:"Can the Charmin Bears Get Through Airport Security?"
175:
166:
16:
American toilet paper brand from Procter & Gamble
889:"Greenpeace Recycled Tissue and Toilet Paper Guide"
666:
P&G Must Show Some Pieces of TP on Bruin's Bums
279:red ones called the "Charmin Ultra Strong Family".
160:
151:
794:from the original on 20 January 2017 – via
767:from the original on 20 January 2017 – via
1507:
1019:Tyko, Kelly; Bomey, Nathan (17 October 2023).
399:White Cloud will be rechristened Charmin Ultra
1081:
557:"What Do Bears Have To Do With Toilet Paper?"
1095:
440:
865:(Press release). Greenpeace. Archived from
353:
1088:
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1018:
815:. Skyhorse Publishing, Inc. p. 207.
743:Charmin's brand mascot, Leonard the Bear
354:Davis, Dyer; et al. (May 1, 2004).
327:
300:As of 2018, Charmin is certified by the
781:
754:
532:"Great Moments in Toilet Paper History"
360:. Harvard Business Press. p. 421.
282:
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656:"NAD to Charmin: No Bare Bear Bottoms"
579:
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386:
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639:from the original on 14 August 2015.
477:. Greenwood Press. pp. 140–141.
470:
410:
701:Butnik, Stephanie (13 August 2013).
653:
614:from the original on 12 April 2016.
555:Engber, Daniel (19 September 2011).
441:O'Reilly, Terry (14 February 2016).
13:
1413:Arbora & Ausonia Joint Venture
850:from the original on 9 April 2015.
14:
1582:
1042:
946:Natural Resources Defense Council
861:Nastu, Paul (February 25, 2009).
809:Heller, Steven (3 January 2017).
725:Brown, Stephen (17 August 2016).
451:Canadian Broadcasting Corporation
265:and had a light brown/tan color.
259:D'Arcy Masius Benton & Bowles
1485:Procter & Gamble Philippines
1464:Procter & Gamble Co. v. OHIM
147:
25:
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993:Snider, Mike (4 October 2023).
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840:"Meet the Charmin Iconic Bears"
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235:, playing the fictional grocer
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413:"Charmin rebrands to Cushelle"
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1:
1480:Procter & Gamble Pakistan
654:Neff, Jack (12 August 2010).
580:Levere, Jane (17 July 2003).
387:Elliot, Stuart (6 May 1993).
340:
289:Environmental impact of paper
891:. Greenpeace. Archived from
7:
1526:Procter & Gamble brands
1516:Products introduced in 1928
411:Baker, Rosie (2010-01-25).
67:; 96 years ago
10:
1587:
1561:Mascots introduced in 1999
1475:Procter & Gamble Korea
782:@Charmin (27 April 2015).
755:@Charmin (27 April 2015).
302:Forest Stewardship Council
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213:, where it was renamed to
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629:"History Of Toilet Paper"
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1495:Villarriba and Villabajo
1490:Consumption of Tide Pods
1566:Advertising characters
1148:William Cooper Procter
443:"Small Move, Big Gain"
333:
331:
287:Further information:
1536:Personal care brands
1292:Head & Shoulders
1097:Procter & Gamble
731:. SAGE. p. 72.
471:Cross, Mary (2002).
283:Environmental impact
204:Green Bay, Wisconsin
192:Procter & Gamble
48:Procter & Gamble
1123:Norman R. Augustine
869:on 13 November 2016
728:Brands and Branding
447:Under the Influence
306:Rainforest Alliance
253:In advertisements,
21:
1418:The Art of Shaving
1138:Lynn Morley Martin
1059:2011-08-15 at the
586:The New York Times
394:The New York Times
334:
293:In February 2009,
237:Mr. George Whipple
19:
1571:Corporate mascots
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1233:Crest/Blend-A-Med
1153:John F. Smith Jr.
540:. 23 April 2002.
182:) is an American
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1111:William Procter
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1541:Toilet paper
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1322:Nice 'n Easy
1222:
1119:(co-founder)
1117:James Gamble
1113:(co-founder)
1028:. Retrieved
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893:the original
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633:Charmin.com
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