New Charmin ad goes back to basics in the U.K.

08/22/2004 | Wall Street Journal, The

Procter & Gamble has retooled its Charmin ad campaign in the U.K., trading in its cartoon bears for a more traditional compare and contract approach. Charmin only has 4% to 9.5% of the U.K. toilet tissue market share, mostly because British shoppers are unaware of the brand or think it is a higher priced product, according to P&G.

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