| 词条 | Charmin |
| 释义 |
| name = Charmin | logo = | image = | caption = | type = Toilet paper | currentowner = Procter & Gamble | origin = United States | introduced = 1928 | discontinued = | related = Bounty, Puffs, Pampers | markets = North America | previousowners = | trademarkregistrations = | ambassadors = Mr. Whipple (Dick Wilson) | tagline = "Enjoy the go" | website = www.charmin.com }} Charmin {{IPAc-en|ˈ|ʃ|ɑːr|m|ᵻ|n}} is an American brand of toilet paper manufactured by Procter & Gamble. HistoryThe Charmin name was first created in 1928 by the Hoberg Paper Company in Green Bay, Wisconsin. 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.[1] In 2008, P&G sold the European operations and product line to SCA, where it was renamed to Cushelle[2] and Zewa. AdvertisingOriginally, 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 tomato 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 commercials.[3] In an advertising campaign that lasted over twenty years, American advertisements featured actor Dick Wilson, playing the fictional grocer Mr. George Whipple. Mr. Whipple told his customers, "Please don't squeeze the Charmin!", emphasizing its softness in more than 500 commercials between 1964 and 1985.[4] The country song "Don' Squeeze My Sharmon", which was a minor hit for Charlie Walker in 1967, was inspired by the ad campaign for Charmin.{{citation needed|date=July 2017}} Charmin Ultra was originally called White Cloud until 1993.[5] MascotsIn 1928 the logo mascot was a female silhouette,[6] supplemented by a baby in 1953, replacing the woman by 1956.[7] In commercials Mr. Whipple was eventually replaced with The Charmin Bear, created by D'arcy Advertising in Britain, was introduced to the United States in 2000.[8] 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.[9] The new animated advertising campaign was called "Call of Nature".[10] In 2010 the company changed the logo to add flecks of toilet paper to the bears in the logo.[11] The "Charmin Bears"[12] in a collective family of parents and children.[13] Initially just one family of brown bears, with Leonard the Bear[14] accompanied by Molly,[15] Bill,[16] Amy and Dylan.[17] This was later split into distinct family of bears, five blue ones called the "Charmin Ultra Soft Family" and five red ones called the "Charmin Ultra Strong Family".[18] Times Square Charmin restroomsIn 2006, Charmin opened up public restrooms in New York City's Times Square. The location is now a new Disney Store. The convenience of having clean restrooms in Times Square during the Christmas season was a novel idea.{{citation needed|date=July 2017}} Slogans{{unreferenced section|date=September 2017}}
Environmental impact{{see|Environmental impact of paper}}In February 2009,[19] Greenpeace advised consumers not to use Charmin toilet paper, stating that it is bad for the environment.[20] References1. ^{{cite book | url=https://books.google.com/books?id=ZyUwNAs43LcC&lpg=PA427&ots=2hUEAR_pbf&dq=william%20a%20procter%20president&pg=PA421#v=onepage&q=william%20a%20procter%20president&f=false | title=Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble | publisher=Harvard Business Press | date=May 1, 2004 | accessdate=2013-05-07 | author=Davis, Dyer | pages=421|display-authors=etal}} 2. ^ Mad.co.uk January 25, 2010 (Charmin rebrands to Cushelle) 3. ^{{cite news|last1=O'Reilly|first1=Terry|title=Small Move, Big Gain|url=http://www.cbc.ca/radio/undertheinfluence/small-move-big-gain-1.3432927|accessdate=14 February 2016|work=Under the Influence|publisher=Canadian Broadcasting Corporation|date=14 February 2016}} 4. ^{{cite web|url=http://ap.google.com/article/ALeqM5jykyF_SSoGg97nrQ-hpWIZUhxLMwD8T0SMB00 |title=Archived copy |accessdate=2007-11-19 |deadurl=yes |archiveurl=https://web.archive.org/web/20071121170633/http://ap.google.com/article/ALeqM5jykyF_SSoGg97nrQ-hpWIZUhxLMwD8T0SMB00 |archivedate=2007-11-21 |df= }} Associated Press report, November 19, 2007 ("Wilson appeared in over 500 commercials for Charmin between 1964 and 1985"), accessed same day 5. ^{{cite web |url=https://www.nytimes.com/1993/05/06/business/the-media-business-advertising-p-g-sacrifices-white-cloud-in-battle-of-brands.html |date=6 May 1993 |title=P.& G. Sacrifices White Cloud in Battle of Brands |first=Stuart |last=Elliot |quote=White Cloud will be rechristened Charmin Ultra}} 6. ^{{cite web |work=ABC News |url=http://abcnews.go.com/Entertainment/WolfFiles/story?id=91684&page=1 |title=Great Moments in Toilet Paper History |date=23 April 2002 |quote=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 born.}} 7. ^{{cite web |work=Slate Magazine |url=http://www.slate.com/articles/news_and_politics/explainer/2011/09/what_do_bears_have_to_do_with_toilet_paper.html |title=What Do Bears Have To Do With Toilet Paper? |first=Daniel |last=Engber |date=19 September 2011 |quote=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 icon.}} 8. ^{{cite web |work=The New York Times |url=https://www.nytimes.com/2003/07/17/business/media-business-advertising-animated-soap-drop-with-sales-experience-latin.html |title=An animated soap drop with sales experience in Latin America is being put to work in the U.S. |date=17 July 2003 |first=Jane |last=Levere |quote=The Charmin bear, which Procter & Gamble has used since 2000 in United States campaigns for Charmin toilet paper, originated in Britain.}} 9. ^{{cite web |url=https://ca.charmin.com/en-ca/about-us/charmin-history |title=Charmin Story |website=Charmin.com |archive-date=12 April 2016 |archive-url=https://web.archive.org/web/20160412155405/http://ca.charmin.com/en-ca/about-us/charmin-history |dead-url=no |quote=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.}} 10. ^{{cite web |url=http://www.charmin.com/en-us/about-us/history-of-toilet-paper |website=Charmin.com |title=History Of Toilet Paper |quote=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 [1960s and 1970s] admonishing women and men around the country with 'don't 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. |archive-url=https://web.archive.org/web/20150814043530/http://www.charmin.com/en-us/about-us/history-of-toilet-paper |archive-date=14 August 2015 |dead-url=no}} 11. ^{{cite web |work=Advertising Age |url=http://adage.com/article/adages/advertising-p-g-show-pieces-charmin-bears/145379/ |title=NAD to Charmin: No Bare Bear Bottoms |first=Jack |last=Neff |date=12 August 2010 |quote=P&G Must Show Some Pieces of TP on Bruin's Bums}} 12. ^{{cite web |work=Advertising Age |url=http://adage.com/article/media/charmin-bears-airport-security/293985/ |title=Can the Charmin Bears Get Through Airport Security? |date=2 July 2014 |quote=Among the new releases, Charmin's family of bears makes its way through airport security}} 13. ^{{cite web |work=Tablet Magazine |url=http://www.tabletmag.com/scroll/141140/charmin-bear-reads-kafka-on-the-toilet |title=Charmin Bear Reads Kafka's 'The Metamorphosis' on the Toilet in New Ad |first=Stephanie |last=Butnik |date=13 August 2013 |quote=the Charmin ads featuring the family of bears whose little ones seem to always be getting toilet paper stuck to their bottoms}} 14. ^{{cite book |title=Brands and Branding |publisher=SAGE |date=17 August 2016 |first=Stephen |last=Brown |url=https://books.google.com/books?id=YDK6DAAAQBAJ&pg=PT72 |page=72 |quote=Charmin's brand mascot, Leonard the Bear}} 15. ^{{cite tweet |user=Charmin |number=592705751459725312 |date=27 April 2015 |title=There was free Wi-Fi on the flight, so Molly was able to #tweetfromtheseat |archive-url=https://archive.is/20170120020716/https://twitter.com/Charmin/status/592705751459725312 |archive-date=20 January 2017 |dead-url=no}} 16. ^{{cite tweet |user=Charmin |number=592728175878270977 |title=In the car on their way to visit Bill, the family belts out the classic '99 rolls of TP in the Stall.' |date=27 April 2015 |archive-url=https://archive.is/20170120020907/https://twitter.com/Charmin/status/592728175878270977 |archive-date=20 January 2017 |dead-url=no}} 17. ^{{cite book |title=Graphic Design Rants and Raves: Bon Mots on Persuasion, Entertainment, Education, Culture, and Practice |publisher=Skyhorse Publishing, Inc. |date=3 January 2017 |first=Steven |last=Heller |url=https://books.google.com/books?id=HJv1DAAAQBAJ&pg=PT207 |page=207 |quote=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.}} 18. ^{{cite web |url=http://www.charmin.com/en-us/about-us/meet-the-bears |website=Charmin.com |title=Meet the Charmin Iconic Bears |archive-url=https://web.archive.org/web/20150409231745/http://www.charmin.com/en-us/about-us/meet-the-bears |archive-date=9 April 2015 |dead-url=no}} 19. ^{{Cite press release |first=Paul |last=Nastu |date=February 25, 2009 |title=Greenpeace Releases Latest Recycled Tissue and Toilet Paper Guide |url=http://www.environmentalleader.com/2009/02/25/greenpeace-releases-latest-recycled-tissue-and-toilet-paper-guide/ |publisher=Greenpeace |access-date=16 October 2018}} 20. ^{{cite web |title=Greenpeace Recycled Tissue and Toilet Paper Guide |url=http://www.greenpeace.org/usa/assets/binaries/tissue-guide-view-at-a-glance|archiveurl=https://web.archive.org/web/20090302130814/http://www.greenpeace.org/usa/assets/binaries/tissue-guide-view-at-a-glance |archivedate=2009-03-02 |deadurl=yes |format=PDF |publisher=Greenpeace |access-date=16 October 2018}} External links
7 : Products introduced in 1928|Paper products|Procter & Gamble brands|American brands|Personal care brands|Toilet paper|Pulp and paper companies of the United States |
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