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2. Charmin was designed to look like a feminine fashions of the day. Package was light blue colored, similar to a Lady’s ball gown and featured a silhouette of a woman’s head from a cameo pin (known as the Charmin Lady)
The script lettering was taken from a woman’s hatbox.Charmin was designed to look like a feminine fashions of the day. Package was light blue colored, similar to a Lady’s ball gown and featured a silhouette of a woman’s head from a cameo pin (known as the Charmin Lady)
The script lettering was taken from a woman’s hatbox.
3. Charmin was designed to look like a feminine fashions of the day.Charmin was designed to look like a feminine fashions of the day.
4. Commercials appear for more than 20 years in Charmin television, radio and print advertising. Charmin was then consumer tested in 1973 and showed the product is preferred more than 3 to 1 over leading competitors.Commercials appear for more than 20 years in Charmin television, radio and print advertising. Charmin was then consumer tested in 1973 and showed the product is preferred more than 3 to 1 over leading competitors.
7. Financial Analysis The Market
8. Financial Analysis Top Competitors Procter & Gamble
9. Financial Analysis Procter & Gamble 24.5% of market
D'Arcy Masius Benton & Bowles Agency
Publicis Worldwide, part of the Publicis Groupe (Current Agency)
10. Financial Analysis Georgia-Pacific 38.9% - Largest market
DDB Worldwide Agency
Angle Soft – brand
Quilted Northern - brand
11. Financial Analysis Kimberly Clark 12.7% of market
WPP Group Agency
12. Financial Analysis The P&G Market 2003: reported revenues of $40.2b
2003: $12b “Baby, Feminine & Family Care”
2003: Net Sales = $43,377m
2003: Mkt & Research Expense = $13,383m
Brands sold in 160 countries
Over 5 billion consumers
2002: 1,004,000 common stock shareholders
Employees 102,000 people
13. The Campaign D'Arcy Masius Benton & Bowles
Original Budweiser Frogs
Original advertising idea - invite customers to squeeze the packages of bathroom tissue- as they do to check ripeness of produce items. Then they thought store managers would disapprove. Hence, the crochety character was born.
The character was named after a real person, George Whipple, head of Benton & Bowles PR.
14. The Campaign Brand Image – knocked Scott Tissue out of #1 spot.
According to a 1978 newspaper poll, Mr. Whipple was the third best-Kknown American, after President Richard Nixon and the Reverend Billy Graham.
He appears for more than 20 years in TV, radio and print advertising.
15. The Campaign Differentiating the product…..
Charmin’s message was/is “squeezably soft” communicating it at every possibly chance
Soft focus product shots
Splashy magazine ads
16. The Campaign Positioning in the marketplace:
If Charmin is so squeezably soft then where does that leave everyone else?
Top of the mind awareness:
“They irritated them with repetitious commercials and it worked like magic.”
“When asked which campaign they most disliked, consumers convicted Mr. Whipple….Charmin may not have been popular advertising, but it was #1 in sales.”
Why do some bad ads work and some good ads fail?
17. The Campaign After P.& G. retired Mr. Whipple, the company spent years searching for an effective strategy that would differentiate Charmin. The company even brought Mr. Whipple out of retirement in 1999, but that did not last.
D'Arcy Masius Benton & Bowles, turned to an animated bear to restore some pride to the Charmin franchise
A “playful” campaign
18. The Campaign P.& G. last year moved the Charmin account to Publicis Worldwide, part of the Publicis Groupe
Potty Palooza (32’ truck w/12 outfitted restrooms. HW floors, candles…etc. To offer an alternative to portable latrines).
19. The Campaign P&G buys > 10% of all US television advertising.
Made the 1st superbowl add in Feb 2003 for Charmin
“Softer and stronger for your end zone”
20. The Campaign P&G spends $4.3b annually on tv ads
Total market est. at $30b
21. The Campaign Charmin is playful
Quilted Northern is quilted because they care
Cottonell is Looking out for the family
26. Questions/Comments "People are sentimental. The important thing to remember about brands is that they are built from a consistent form of behavior. It's almost always a mistake to throw out something in favor of a newer market,"