P&G’s British Ad Gets Back to Basics

August 20, 2004 – LONDON – The ad looks like a spoof of old TV commercials: Two sisters face the camera and discuss their brand preferences. One uses Charmin, and it is much better than other brands, she says. She pours blue liquid into a tissue-filled glass to prove it.

But there is no twist: The newest ad for Charmin from Procter & Gamble in the United Kingdom makes an old-fashioned pitch with a straight face.

P&G has gone retro in pushing Charmin even as marketers are searching for fresh ways to appeal to consumers. The toilet-paper ad is classic product testimonial, comparison and …

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