D’Arcy launches Charmin tissue in UK

D’Arcy has created a series of spots featuring animated animals to promote the UK launch of Charmin, Procter & Gamble’s premium toilet tissue.

D’Arcy has created a series of spots featuring animated animals to

promote the UK launch of Charmin, Procter & Gamble’s premium toilet

tissue.



The integrated European campaign breaks first in the UK early next month

and will pitch Charmin, the US market-leading toilet tissue, against

Andrex and its famous puppies. P&G is investing heavily in the launch,

spending more than pounds 25 million on marketing.



’This is an extremely challenging category to advertise tastefully and I

am thrilled with the results,’ Chris Lansing, European marketing

director at P&G, said.



The campaign begins with a series of teaser spots featuring animated

animals taking on human idiosyncrasies. The TV work will be supported by

a radio, poster and direct mail campaign which is due to launch late

next month.



’We were given the opportunity to create advertising for a great new

product within a category that you ought to be able to have fun with,’

Marjorie Pinsley, the deputy managing director at D’Arcy, explained.



Charmin is already established as the market leader in the US with its

long-standing Mr Whipple campaign. The character is a shop owner who

tries to prevent his customers from squeezing the soft packets of toilet

tissue, while being a secret squeezer himself.



The ads were written by Roger Rex and art directed by Roger Sealey. The

director and animator was the Oscar nominee and BAFTA award winner,

Joanna Quinn of Acme Filmworks. Media is through MediaVest.



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