2007 was a big year for Charmin. P&G performed one of the most extensive re-designs of their bath tissue in decades. Motivated by a technological advancement with a new substrate—DiamondWeave—the old Charmin “Red” would re-launch under a re-brand of Charmin Ultra. 

I was the ACD who spent 18+ months and countless hours in focus groups to develop the slogan “Rediscover Charmin: Choose the One That’s Best for You.”

According to P&G, the Charmin Red launch represented a $86 million investment on what was already one of their billion-dollar brands. We produced over 90 different customization options for the in-store displays, spanning more than 40 retail accounts as well as retailer-specific takedowns (Target to the right).

P&G ultimately shipped 5 million pieces of in-store material during the first 3 months of the launch.

But we couldn't let Mr. Whipple's famous, "Don't Squeeze the Charmin" slogan go to waste—in fact, we kept it squarely in tact with a new-to-world tool that would allow shoppers to sample a sheet of Charmin right at the display. Ultimately P&G chose to patent it for use in other displays.