The History of Charmin Toilet Paper

Charmin toilet paper got its start in 1928. It was created by the Hoberg Paper Company in Green Bay, Wisconsin. As for the name, an employee once described the toilet paper as “charming,” and the brand name was born! Early packaging designs reflected the rather feminine design trends of the time. In 1953, the packaging was updated to include an image of a baby along with text claiming that the toilet paper “babies your skin.” In 1957, Procter & Gamble (P&G) became the parent company of Charmin and in 1973, P&G patented a new manufacturing technique that created a softer toilet paper product. Beginning in 1964, Charmin began running promotional TV spots featuring Mr. Whipple (also known as “George the Grocer”) and in 1978, he was voted the third-best-known American while his catchphrase, “Please don’t squeeze the Charmin,” was voted the most recognizable advertising slogan in the country. In 1993, Charmin Ultra and Charmin Plus with Lotion and Aloe were added to the product line. In 1999, a new, more absorbent Charmin Ultra debuted. The famous Charmin Bears made their advertising debut in 2000 (and are still featured in Charmin ads and on product packaging today!). In 2007, Charmin Ultra Strong, the brand’s most durable toilet paper, made its debut. More recently, the brand switched to using scalloped tear-away edges rather than the traditional square design. Today, Charmin remains one of the leading toilet paper brands in the United States and is responsible for some of the nation's most memorable advertising campaigns starring the Charmin Bears.