Charmin Story

History of Charmin Toilet Paper.

Charmin has been helping people have better, more enjoyable bathroom experiences for decades. Learn more about our roots and how we roll below.


Charmin Product Shot 1920s

1928 — Charmin was first manufactured at the Hoberg Paper Company in Green Bay, Wisconsin, with the early design reflecting feminine fashions of the day. The toilet paper was described as "charming" by an employee and from there the name “Charmin” was born.


Charmin Product Shot 1930s

1932 — Charmin introduced its 4-roll package to provide consumers with even more softness at home.


Charmin Product Shot 1940s

1940 — Charmin freshened up its product label with a modern type style.


Charmin Product Shot 1950s

1950 — Hoberg changed its name to Charmin Paper Company.

1953 — Charmin added a baby graphic to its packaging to symbolize the gentle softness and quality people had come top enjoy.

1957 — Procter & Gamble (P&G) acquired the Charmin Paper Company.


Charmin Product Shot 1960s

1964 — The Mr. Whipple (aka "George the Grocer") character was created to promote Charmin’s "squeezable softness.” Mr. Whipple appeared for more than 20 years in Charmin television, radio, and print advertising.

The same year, Charmin became the first one-ply scented toilet paper by adding perfume.


Charmin Product Shot 1970s

1973 — P&G patented a new manufacturing technique that produced softer Charmin. The new toilet paper was softer, while the strength remained the same.

1978 — Mr. Whipple was named the third-best-known American — just behind former President Nixon and Billy Graham.

"Please don't squeeze the Charmin!" was named the most recognizable advertising slogan.

Charmin toilet paper distribution was expanded to all 50 states in the U.S.


Charmin Product Shot 1980s

1985 — Actor Dick Wilson, who portrayed Mr. Whipple for more than 20 years and appeared in more than 500 commercials retired from being the Charmin spokesperson.

1986 — To meet consumer demands, Charmin introduced unscented Charmin and Charmin Free products, which were free of inks, dyes, and perfumes.


Charmin Product Shot 1990s

1993 — Charmin Ultra, an upgraded Charmin product, was introduced along with Charmin Plus with Lotion and Aloe.

1994 — Charmin introduced the "Big Squeeze," a 9-roll pack, and the Double Roll, containing twice as many sheets as a regular roll.

1999 — Its biggest upgrade in 10 years, P&G introduced a new version of Charmin, making it the most absorbent regular toilet paper in the U.S., while also maintaining its renowned softness.

After a 14-year hiatus, actor Dick Wilson returned to star as Mr. Whipple in the new television commercials to introduce the Charmin upgrade.


Charmin Product Shot 2000s

2000 — A new animated advertising campaign was launched, called "Call of Nature," featuring a bear in the woods experiencing the comfortable feeling of Charmin.

P&G presented Dick Wilson (Mr. Whipple) with a lifetime achievement award.

The first public "Charminized" bathroom arrived at the Ohio State Fair where families were treated to a clean, freshly painted, and renovated restroom, stocked with Charmin Ultra.

2001 — The Charmin animated bears welcomed three bear cubs to the family.

Charmin introduced Charmin Freshmates Rolls, America's first moist toilet paper on a roll.

Charmin also introduced Charmin Basic, combining softness, strength, and value.

2006 — Charmin unveiled the first-ever fully staffed, deluxe public restrooms in New York City's Times Square for the holiday season, providing accessible, family-friendly facilities in high-traffic areas during the busiest time of the year. Over 330,000 people from around the globe enjoyed a better go.

2007 — On November 19, Charmin said a final farewell to Dick Wilson, 91, who portrayed the lovable Mr. Whipple in Charmin advertising from 1964 to 1985.

Charmin introduced Charmin Ultra Strong, a stronger toilet paper for a better clean.

The "Call of Nature" bear campaign featured a red bear for Charmin Ultra Strong and a blue bear for Charmin Ultra Soft.

2008 — Charmin introduced the SitORSquat mobile app to help people find clean public restrooms while on the go.


Charmin Bear Shot 2010s

2010 — In December, Charmin welcomes its 1,500,000th visitor to the Charmin Restrooms in Times Square New York.

2011 — Charmin wiped the record books clean on National Toilet Paper Day with the World’s Largest Toilet Roll, measuring more than 8’ high, with a diameter more than 9’ wide, and weighing approximately 4,000 lbs.

2012 — Parenting Magazine calls the SitOrSquat public restroom finder app “one of the best apps for simplifying a parent’s life.”

2013 — Charmin partners with Roto-Rooter. Together, America's #1 toilet paper and America's largest provider of plumbing and drain services announce that Charmin is used by more plumbers than any other brand — and is clog-free or it’s free.

Better Homes and Gardens names Charmin Ultra Strong one of the Best New Products of 2013.