Charmin

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Charmin [ ˈʃɑ˞.mɪn ] is a brand for toilet paper .

The brand was coined in 1928 by the Hoberg Paper and Fiber Company in Green Bay , which, in addition to toilet paper, also made towels and napkins from paper. In 1957 the company was bought by the Procter & Gamble concern, which reduced the range to items for the bathroom. In 2007 Procter & Gamble sold its European hygiene paper plants to Svenska Cellulosa Aktiebolaget and licensed it to use the Charmin brand exclusively in Europe. In Germany , the product Zewa Soft Das Samtige (formerly velvety ) has been offered instead of Charmin since May 1, 2009 and in Austria Zewa Moll Deluxe in order to save the license costs for the Charmin brand. At the same time, the product quality also changed. The Charmin brand moist toilet paper was withdrawn from the German market.

technology

In Germany, the Charmin brand launched a newly developed and patented toilet paper that was specially tailored to regional usage habits.

It was not homogeneous, but made up of several layers of differently made pulp . The different types of pulp were obtained from trees of different species, so that the cellulose fibers contained were of different lengths. The use of long-fiber cellulose inside the layers and short-fiber outside resulted in a combination of high tear resistance and a soft surface with little use of material.

The structure, which is important for the cleaning effect, was not given to the paper as usual by subsequent embossing of the pulp dried under pressure, but rather by spraying the pulp onto a sieve and blowing it dry with hot air. The contained cellulose fibers therefore remained intact and arranged themselves three-dimensionally. The tear strength was not reduced and the paper retained its structure even when wet.

Advertising

In over 500 American commercials between 1964 and 1985, the actor Dick Wilson appeared as the fictional shopkeeper Mr. George Whipple and asked customers not to “Please don't squeeze the Charmin!”. More recent spots included dancing animated bears wagging their bums happily to use Charmin Ultra in the woods (a nod to the English phrase "Does a bear shit in the woods?"). A more recent slogan read "With Charmin Ultra ... less is more!"

The "Charmin Bear" was introduced in 2000 as a revival of the White Cloud toilet paper bears , as they have not been used since the 1993 rebranding from "White Cloud Toilet Paper" to "Charmin Ultra". The Charmin Bear and other characters in the cartoon advertisements were created by the animator Joanna Quinn . The new animated advertising campaign was called "The Call of Nature". Today the "Charmin Bear" is computer-animated and so far has advertised Charmin Ultra Strong and Charmin Ultra Soft. In 2009 the “Charmin Bear” advertised his move to Zewa . The combined market share of the Zewa and Charmin brands (3.5% market share in 2009) fell from 8.5% to 7.5% after the renaming between 2009 and 2012, with 1.5% due to the newly introduced Tempo toilet paper brand accounted for.

Slogans in the United States

  • Ch-ch Choose Charmin. (1993–1997)
  • Best for "bear" bottoms. (1997-1999)
  • Cha-cha-cha Charmin. (1999-2007)
  • Look For It in a Color Package. (2007-2008)

Slogans in Germany

  • Cha-cha-cha Charmin (1999-2007)

swell

  1. ^ Trademark Electronic Business Center . United States Patent and Trademark Office. Retrieved June 14, 2017.
  2. ^ Charmin History. Procter & Gamble, archived from the original on August 9, 2009 ; Retrieved September 7, 2009 .
  3. ↑ SCA to acquire Procter & Gamble's European tissue operations. Svenska Cellulosa Aktiebolaget, March 12, 2007, archived from the original on February 1, 2013 ; Retrieved September 7, 2009 .
  4. ↑ a b Charmin disappears from the market W&V, April 3, 2009
  5. ↑ Kurier: stamp sucked up and wiped away ( memento of August 7, 2009 in the Internet Archive )
  6. ↑ Innovation on the roll . TIME ONLINE. Retrieved September 7, 2009.
  7. ↑ The big business , brand eins , 7/2003
  8. ↑ Associated Press report ( Memento of November 21, 2007 in the Internet Archive ), 2007 (Wilson appeared in over 500 commercials, English)
  9. ↑ Media Business Advertising , 1993 (P. & G. sacrifices white clouds in the advertising campaign, English)
  10. ↑ Christoph Burmann, Tilo Halaszovich, Michael Schade, Frank Hemmann: Identity-Based Brand Management Basics - Strategy - Implementation - Controlling . Springer-Verlag, 2015, ISBN 978-3-658-07506-4 , pp. 134–135 ( preview in Google Book Search).

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