He Squeezed Charmin and Our Hearts

I grew up on moderate doses of Flintstone cartoons and sitcoms in the late ‘60s and ‘70s. Thanks to my older brother keeping me outside to play football and baseball with other kids down the road, my TV watching was limited.

But I turned on the “boob tube” long enough to see the commercials featuring the grocery store clerk with the bow tie and quiet irritation toward those pesky shoppers squeezing his toilet paper.

Mr. Whipple with his famous “Don’t squeeze the Charmin” tag line was imitated time and time again during my elementary through high school days. What made the spot even more appealing were the summers I worked in a local grocery store stocking shelves and we would squeeze the danged Charmin for the fun of it.

I read today that Mr. Whipple, Dick Wilson, died at age 91.

Mr. Whipple’s persona greatly extended the Charmin brand name among consumers of all ages and has had a lasting impact.

He turned an ordinary product used for the most disgusting of needs into ageless entertainment.

His character was well-portrayed and developed. He wasn’t demeaning or condescending toward shoppers. He obviously cared about his store and the Charmin on his shelves. His actions sprang from a respect of the product – not from dislike or distrust of the people around him.

But he had one major character flaw – he was a closet Charmin squeezer himself and often got caught. Or did he always get caught?

He was a real person who connected with viewers and there was no cynicism or suspicion in voice or personality.

Procter and Gamble, the makers of the famous toilet paper, was fortunate to choose an actor who connected with the viewers. And since it was before the age of celebrity spokespeople, I’m sure there was no wrangling behind the scenes of whether or not they needed a major player who could run the risk of getting caught with drugs, DUIs, divorces or more tragedies.

An article from the Associated Press today summarized his career:
“The first of his Charmin commercials aired in 1964 and by the time the campaign ended in 1985, the tag line and Wilson were pop culture touchstones.
"Everybody says, 'Where did they find you?' I say I was never lost. I've been an actor for 55 years," Wilson told the San Francisco Examiner in 1985.
Though Wilson said he initially resisted commercial work, he learned to appreciate its nuance.
"It's the hardest thing to do in the entire acting realm. You've got 24 seconds to introduce yourself, introduce the product, say something nice about it and get off gracefully."
Dennis Legault, Procter & Gamble's Charmin brand manager, said in a statement that Wilson deserves much of the credit for the product's success in the marketplace. He called the Mr. Whipple character "one of the most recognizable faces in the history of American advertising."

Mr. Whipple is a lesson for those of us who communicate for a living or are passionate about our brand.

How do you remain memorable in the minds of your customers? How do you create a timeless message?

I believe that a successful business creates a lasting brand by offering a well-constructed product or a much-needed service while appreciating the customers. That’s step 1. The product or service “integrity” then allows for a message to develop that shows the benefit to customers.

I think it’s rarely possible to project how well your “spokesperson” will connect. But if the person is likeable yet humorously displays his or her own flaws then a greater chance of connection occurs. And that’s one reason why “Don’t Squeeze the Charmin” remains memorable in the minds of so many shoppers of all ages.