1928

Ever wondered where the name Charmin came from? An employee at the Hoberg Paper Company in Green Bay, Wisconsin, once described their toilet paper as “charming” and boom just like that Charmin was born. The design reflected feminine fashions of the time.

Historical Charmin Tissue Packs

1953

Charmin’s always been known to be soft like a baby’s bottom. That’s exactly why we added a soft squishy baby to our packaging to symbolize its gentle cushiness.

1957

Procter & Gamble (P&G) couldn’t resist our softness so they made things official and became our parent company.

1964

Remember Mr. Whipple (aka “George the Grocer”)? He helped us show off Charmin’s “squeezable softness.

1973

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

“Please don’t squeeze the Charmin” placard

1978

Mr. Whipple was crowned the third-best known American after President Nixon and Billy Graham. While his catchphrase “Please don’t squeeze the Charmin” was voted the most recognizable advertising slogan.

1993

Charmin got an upgrade with the introduction of Charmin Ultra and Charmin Plus with Lotion and Aloe.

Advertisement featuring Mr. Whipple holding up a package of Charmin

1999

After 10 years, Charmin Ultra drops their biggest product innovation making it the most absorbent toilet paper in the US…of course, while maintaining its irresistible softness.

2000

While we welcomed the new millennium, we also welcomed our new animated campaign “Call of Nature.” Step aside Mr. Whipple, and say hello to the bears.

2001

Three cub bears join the Charmin family.

The introduction of the bear family

Charmin Ultra Strong packaging from 2007

2007

We welcomed Charmin Ultra Strong! Our most durable TP for a better clean. To mark the occasion, our “Call of Nature” campaign returned, this time featuring a red bear for Ultra Strong and a blue bear for Ultra Soft.

Charmin Times Square billboards for their Charmin Restrooms experience

2010

In December, we had our 1,500,000th visitor to the Charmin Restrooms in Times Square New York. Meanwhile, the bears were named AdWeek’s top 10 advertising icons of the decade.

2011

Charmin wiped the record books clean on National Toilet Paper Day with the World’s Largest Toilet Roll. It came in at a whopping 8’ high, more than 9’ wide and weighing in at approximately 4,000 lbs.

Sit or Squat app screen, featuring Dylan bear happily standing on top of a toilet

2012

Parenting Magazine named our trusty SitOrSquart public restroom finder “one of the best apps for simplifying a parent’s life”.

2013

Charmin partners with Roto-Rooter – America’s largest provider of plumbing and drain services. We became the #1 toilet paper brand used by plumbers and announced our clog free or it’s free policy.

Charmin’s Van-Go truck

2017

Van-Go takes to the streets and becomes the first ever on-demand mobile bathroom service delivering clean, private bathrooms to New Yorkers.

2019

Charmin launches “Go before the finale” filter on Snapchat to celebrate the final episode of Game of Thrones. Charmin also became the unofficial sponsor of the “Pre-Show Go” in movie theatres during the premiers of Avengers: Endgame and Frozen 2.

Rollbot and BRB Bot AI logos

2020

Charmin shakes things up with “GoLabs” at the Consumer Electronics Show (CES) in Las Vegas, Nevada. The brand welcomed three innovations (RollBot, SmellSense, VIPee) to solve some of our biggest bathroom gripes.

2021

Go Labs’ latest and greatest invention launches – BRB Bot. The proto-type let’s you create an AI doppelganger that covers business while you’re doing your “business”. The essential work from home tech helps users Enjoy The Go so no one will know.

Charmin’s ginormous poop emoji boat floating on a river in New York City

2022

Charmin loves the #2 more than anything, so we dropped a big one on 2.22.22. And to celebrate the coveted palindrome date, we floated a ginormous poop emoji (30ft!) around New York City.