Charmin ( ) is an American brand of toilet paper manufactured by Procter & Gamble. History The Charmin name was first created on April 19, 1928 by the Hoberg Paper Company in Green Bay, Wisconsin. In 1950, Hoberg changed its name to Charmin Paper Company and continued to produce bath tissue, paper napkins, and other paper products. Procter & Gamble (P&G) acquired Charmin Paper Company in 1957. Charmin Ultra was originally called White Cloud until 1993. In 2008, P&G sold the European operations and product line to SCA, where it was renamed to Cushelle and Zewa. Advertising Originally, the manufacturer wanted to emphasize the product's softness, but did not know how to convey the idea of that physical sensation on television. The company's advertising agency suggested that shoppers be encouraged to squeeze the product in stores like a grocery shopper would squeeze a tomato to assess its softness, but there was some concern that retailers would object to customers manhandling their merchandise and thus damaging it before purchase. The problem was solved with the concept that the handling would be actively discouraged by a comic antagonistic retailer in the advertisements. In an advertising campaign that lasted over twenty years, American advertisements featured actor Dick Wilson, playing the fictional grocer Mr. George Whipple. Mr. Whipple told his customers: "Please don't squeeze the Charmin!", emphasizing its softness in more than 500 advertisements between 1964 and 1985, and later returning in 1999–2000. The country song "Don' Squeeze My Sharmon", which was a minor hit for Charlie Walker in 1967, was inspired by the ad campaign for Charmin. Mascots In 1928, the logo mascot was a female silhouette, supplemented by a baby in 1953, replacing the woman by 1956. In advertisements, Mr. Whipple was eventually replaced with "The Charmin Bear", created by D'Arcy Masius Benton & Bowles in Britain and introduced to the United States in 2000. The original bear was not 3D-animated and had a light brown/tan color. In 2001, three cubs were added to the family, and by 2007, a blue bear was introduced for the "soft" brand and a red bear for the "strong" brand. The bear later became part of the packaging, replacing the baby in 2004. The new animated advertising campaign was called "Call of Nature". In 2010, the company changed the logo to add flecks of toilet paper to the bears in the logo. The "Charmin Bears" is