Aug 2, 2011
The Creator of Charmin’s ‘Don’t Squeeze the Charmin’ advertising campaign recently died at age 74. After a battle with Parkinson’s disease for five years, John Chervokas died Saturday of a stroke in Manhattan.
Chervokas said that seeing women testing fruit’s softness in supermarkets inspired him to write the creative advertising campaign. He saw that women touched produce and other items, testing for softness. Mr. Whipple’s character discouraged shoppers from squeezing the Charmin.
As a junior copywriter at Betnon & Bowles in 1964, he coined the slogan, “Don’t Squeeze the Charmin!” The advertising campaign featured television commercials with Mr. Whipple, played by actor Dick Wilson. With the catchy slogan and popular television commercial, Mr Whipple became one of TV’s best-known characters, and Charmin became the best-selling toilet paper by 1969. Mr. Whipple was even resurrected as a spokesperson for Charmin toilet paper, see the image to the left.
See some of the vintage Charmin commercials on the NPR website.
Thanks to Roadsidepictures for the image.