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Creator of Charmin Ad Campaign Dies – Don’t Squeeze the Charmin!

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.

Before Mr. Whipple, came the Charmin Lady, which we featured a few weeks ago. Now, the Charmin advertising campaign is based on bears in the woods.

See some of the vintage Charmin commercials on the NPR website.

Thanks to Roadsidepictures for the image.

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18 Responses to “Creator of Charmin Ad Campaign Dies – Don’t Squeeze the Charmin!”

  1. Testosterone Treatment - August 3rd, 2011 at 2:19 pm

    Aww, sad! I love Mr. Whipple! It’s really interesting to see how advertising, even in the world of TP, has changed over the years.

  2. Dentist West LA - August 4th, 2011 at 3:59 pm

    Though I’m sorry to see him go, I’m glad Mr. Whipple got to live a successful life as a recognized spokesperson – not everyone gets to experience that in their lifetime and he was loved by many, including me! :)

  3. download free keylogger - August 6th, 2011 at 4:58 am

    It is sad, Mr. Whipple has been a great spokesperson, he was very expressive and common who people could relate to.

  4. Air Purifier - August 8th, 2011 at 12:52 pm

    Mr. Whipple died? He was a great character!

  5. Online Furniture Stores Los Angeles - August 22nd, 2011 at 2:48 pm

    I had no idea that Mr. Whipple had died, how sad! I hope that his family and fans aren’t too upset.


  6. Dentists Brisbane - August 22nd, 2011 at 7:50 pm

    Its always sad when an icon from the past like Mr Whipple leaves us, but it definately brings back so many long forgotten memories …

  7. Jenny Munford - August 23rd, 2011 at 6:09 pm

    This tv advertising campaign was brilliant. Mr Whipple was so charismatic and did wonders for the Charmin brand. Life is a continuum, so hopefully we’ll see him again in another lifetime.

  8. The Name is Familiar - August 28th, 2011 at 4:44 pm

    Dick Wilson, the actor who played Mr. Whipple, died in 2007. This story, on the other hand, is about the man who created the idea of the character Mr. Whipple. He was an ad man, never appeared before the camera or played any character in a commercial.


  9. Walking Tours Rome - September 15th, 2011 at 12:25 pm

    Whether it’s about the guy who played him or the guy who created him, it’s still sad! But at least his ideas are still around – he’ll live on in those! :)

  10. What's On In Brisbane - October 5th, 2011 at 12:29 am

    Just stumbled across this, I remember the advertisements from a few years back. Hope he achieved all his dreams.

  11. Charmin Toilet Paper Sale - October 31st, 2011 at 7:04 am

    […] at! Recently, the creator of Charmin’s Mr. Whipple ad campaign died. Read more about John Chervokas, who coined the phrase, Don’t Squeeze the Charmin! Toilet paper commercials from Charmin have […]

  12. Spy Software - November 9th, 2011 at 8:14 am

    It is sad, he was very charismatic person, i remember this advertising.

  13. Rug Cleaning Los Angeles - November 18th, 2011 at 4:56 pm

    That’s really neat that he got the idea for ‘squeeze the charmin’ after watching women testing fruit! I never knew that. Sad that he passed away. :(

  14. SEO Los Angeles - December 1st, 2011 at 1:29 pm

    I find it so amusing to see how the mascot keeps changing for Charmin.

  15. A-Z poster distribution - February 27th, 2012 at 4:11 pm

    Shame, saw that advertising campaign on holiday when I was a kid.

  16. best hcg drops - October 21st, 2012 at 2:27 am

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  17. Brisbane Cleaning Services - September 21st, 2013 at 6:33 am

    Ahh sad to see a ledgend go. Best ideas come from the most simplest approaches.

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