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Whipple

Mr. Whipple's Charmin toilet paper commercials from the 1960s and 1970s were widely disliked by consumers according to surveys, yet the commercials made Charmin the top-selling toilet paper brand. While the annoying commercials that featured Mr. Whipple irritating customers in the supermarket were used as jokes on late night television, they paradoxically sold massive amounts of toilet paper. Even the advertising agency that created Mr. Whipple did not understand why the disliked commercials were so effective at selling toilet paper.

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33 views1 page

Whipple

Mr. Whipple's Charmin toilet paper commercials from the 1960s and 1970s were widely disliked by consumers according to surveys, yet the commercials made Charmin the top-selling toilet paper brand. While the annoying commercials that featured Mr. Whipple irritating customers in the supermarket were used as jokes on late night television, they paradoxically sold massive amounts of toilet paper. Even the advertising agency that created Mr. Whipple did not understand why the disliked commercials were so effective at selling toilet paper.

Uploaded by

mustafa27
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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When asked which campaigns they most disliked, consumers convicted

Mr. Whipple. . . . Charmin may have not been popular advertising,


but it was number one in sales.2
And there is the crux of the problem. The mystery. How did
Whipple’s commercials sell so much toilet paper?
These shrill little interruptions that irritated nearly everyone, that
were used as fodder for Johnny Carson on late-night TV, sold toilet
paper by the ton. How? Even if you figure that part out, the question
then becomes, why? Why would you irritate your buying public
with a twittering, pursed-lipped grocer when cold, hard research
told you everybody hated him? I don’t get it.
Apparently, even the agency that created him didn’t get it. John
Lyons, author of Guts: Advertising from the Inside Out, worked at
Charmin’s agency when they were trying to figure out what to do
with Whipple.

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