'Please Don't Squeeze The Charmin:' How Mr. Whipple Made Us Want To

By | September 18, 2018

test article image
Mr. Whipple, played by Dick Wilson. Source: YouTube

"Please don't squeeze the Charmin," said Mr. Whipple, a store manager in a TV commercial. And TV viewers, who probably wouldn't have squeezed the Charmin, found themselves wanting to. Think about it: Is squeezing Charmin (or any toilet paper) something you'd ever just do? Is it enjoyable? Not really. But obsessed Mr. Whipple, played by Dick Wilson, scolded consumers for squeezing the Charmin in 1964 and brought out the rebel in us. For 21 years, over 500 commercials, this man dared us not to fondle Charmin toilet paper, and the success of his catchphrase sold truckloads of it.

Using reverse psychology and manufactured outrage, Mr. Whipple tricked a nation into feeling just how soft and cushy Charmin is compared to other brands of toilet paper. In doing so, a face of the brand and cultural icon was born -- the famous supermarket manager was among the most recognizable Americans, real or fictional, on TV. Here’s a behind-the-scenes glimpse at a beloved, long-running television commercial character. 

test article image
Advertising guru, John Chervokas (photo by Rick Flores)

Who was the Mr. Whipple Brainchild?

The character of Mr. Whipple was created by advertising executive, John Chervokas. In fact, he is credited with developing the character, his persona, and his most memorable catchphrase, “Please don’t squeeze the Charmin!” But Chervokas didn’t acknowledge his important role in the creation of the iconic television commercial character for many years. It was in a first-person article that ran in Advertising Age on Christmas Day, 1972, that Chervokas publicly confessed to being the driving force behind Mr. Whipple. The title of his article? “Confession of a Creative Chief: I Squeezed the Charmin.”