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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.

#TVDAYS #IraGallen #Charmin #DickWilson

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