{"id":20584,"date":"2017-10-31T19:18:00","date_gmt":"2017-10-31T23:18:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20584"},"modified":"2026-09-29T19:19:28","modified_gmt":"2026-09-29T23:19:28","slug":"throwback-charmins-mr-whipple","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/throwback-charmins-mr-whipple\/20584\/","title":{"rendered":"Throwback: Charmin\u2019s Mr. Whipple"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<h3 id=\"h-please-don-t-squeeze-the-charmin\" class=\"wp-block-heading\"><em>\u201cPlease don\u2019t squeeze the Charmin!\u201d<\/em><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Well before the creation of their current animated bear mascots, Procter &amp; Gamble\u2019s <a href=\"https:\/\/www.charmin.com\/\">Charmin<\/a> toilet paper had another incredibly iconic spokesperson in Mr. Whipple. Making his debut in 1964, Mr. George Whipple would spend more than 20 years promoting the \u201csqueezable softness\u201d of Charmin and becoming a beloved character of the advertising landscape.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"P&amp;G - Charmin Bath Tissue - Mr Whipple Blows a Second Fuse - Vintage Commercial - 1960s\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/pRKuc4evhUY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">While working at the agency Benton &amp; Bowles, ad man John Chervokas created the Mr. Whipple campaign for Charmin along with the famous tagline \u201cPlease don\u2019t squeeze the Charmin.\u201d Actor Dick Wilson portrayed Mr. Whipple as an uptight grocer who was determined to do everything he could to keep shoppers from squeezing Charmin packages in his store. In the earliest commercial spots, ladies praised the cushiony, soft texture and fragrant scent of the toilet paper. Even though there was a sign in place telling them not to squeeze it, how could they resist Charmin\u2019s squeezable softness?<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Charmin Commercial With Mr. Whipple\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/iz2l6c1RirE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">As Mr. Whipple grew in popularity, his character ramped up the tactics to keep customers from squeezing Charmin packages. He brought in a cowboy with a lasso, hired employees to watch over the brand\u2019s display, and substituted stuffed animals for customers to squeeze instead. He even awarded one customer \u201cThe Whipple Willpower Award\u201d for not squeezing the packages \u2014 which she may have still been doing behind his back\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After 21 years and over 500 commercial appearances, Dick Wilson retired from being the Charmin spokesperson. However, in 1999 he would come out of retirement to share the news of the thicker, stronger than ever Charmin with audiences everywhere. \u201cIt\u2019s more than just squeezably soft!\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The following year, Wilson received a lifetime achievement award by P&amp;G. Wilson passed away in 2007 with Charmin bidding him a final farewell. Thanks for the memories, Mr. Whipple.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor \u201cPlease don\u2019t squeeze the Charmin!\u201d Well before the creation of their current animated bear mascots, Procter &amp; Gamble\u2019s Charmin toilet paper had another incredibly iconic spokesperson in [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20585,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Throwback: Charmin\u2019s Mr. Whipple | 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