Oh, for the days when Charmin‘s advertising consisted of dear old Mr. Whipple pleading with grocery store shoppers, “Please don’t squeeze the Charmin!” For the past year or so, Procter & Gamble’s marketing antics have surely had Dick Wilson, the actor who played this lovable character (as well as Darrin and Samantha’s neighbor in “Bewitched”), rolling over in his grave. They’ve certainly had me retching on my sofa.
First, about a year ago we were subjected to a TV ad promising that with Charmin you’ll have “fewer pieces left behind.” To make sure that we could grasp the concept, the ad showed an animated mama bear literally wiping pieces off of her baby bear’s behind. Recently, the marketing mavens in P&G’s Cincinnati headquarters have developed (or at least green-lighted) the theme “Enjoy the Go!”, which surely has the parody commercial writers at Saturday Night Live asking themselves, “Why didn’t we think of that!” The ridiculous phrase is not only featured in their latest TV ad (which I haven’t been able to locate online yet), it was the theme of a public relations event in New York City over the holidays. Among other things, this event encouraged people to “Do the Potty Dance.” As SNL‘s Seth Meyers would say, “Really?”
I realize that the world is changing at a rapid pace, but I apparently missed out on this “Defecation Celebration” trend. If Charmin has its way, “Have a nice day!” will be replaced in our vernacular with “Have a nice poop!”
Procter & Gamble, which essentially invented the concept of brand management, is perhaps the most respected marketing company in the world. They’re also probably the most research-oriented marketing company in the world, which suggests that consumer research must have led them to conclude that America was ready for this rather graphic and even celebratory talk about the joys of using toilet paper. On the other hand, consumer research also led Ford and Coca Cola to believe that America was ready for the Edsel and New Coke. Sometimes you have to ignore the research and defer to your judgment.
I do have to give the normally risk-averse P&G credit for having the courage to take a bold step, and I suspect that this campaign has been the subject of great debate in Cincinnati. However, I have a hard time believing that this campaign is not turning more people off than on. Niche brands can afford to do things that offend a lot of people as long as they’re appealing to a meaningful minority, but mass brands like Charmin often have more to lose than to gain by employing controversial tactics. For this reason, I have to question P&G’s judgment in blessing this campaign.
So until I see evidence that this campaign is having a positive impact, I have no choice but to assign this campaign a rating of Floor Number Two.