EXPIRED: 07/27/11 –  John Chervokas, 74, was a junior copywriter at Benton & Bowles Advertising in 1964 when, he said, the image of housewives squeezing fruit in a supermarket inspired him. Why not use the same test for his client? His “Please Don’t Squeeze the Charmin” campaign featured a supermarket employee, Mr. Whipple, assigned to keep shoppers from squeezing the Charmin toilet paper. Whipple, played by actor Dick Wilson, became one of TV’s best-known characters. And Procter & Gamble’s Charmin became the best-selling toilet paper by 1969. Advertising Age ranked it the 51st best campaign of the 20th century.
he 20th century.



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