Why Mom Still Buys Charmin
(And How To Keep Your Brand From Tanking).
Great brands don’t simply appear. They’re created through intentional action. Go ask Mom.
When Mr. Whipple first warned against squeezing the Charmin in 1964, the message resonated with audiences on an emotional and intellectual level. Moms believed that Charmin was indeed the “squeezably soft” brand and sales soared. Grocers believed it and kept it well stocked. P & G believed it and expanded distribution across the U.S. And marketers believed it and kept the campaign going for years. The belief in the brand was so strong that Mr. Whipple was named the third best-known American in 1978 – just behind President Nixon and Billy Graham. And sales today? Still rolling in. A strong reminder of just how powerful brand loyalty – and belief – can be.
At Lyerly, it’s our position that the belief in the brand is what drives the sale. So we act intentionally, from a strategic and creative standpoint, to communicate to others on both an emotional and intellectual level. We focus on strategies that influence. Messages that resonate. Ideas that persuade. Approaches that impact. Positions that stand the test of time.
Because if the solution doesn’t sell? Well, the brand, the belief and your budget go down the toilet. We get it, Mr. Whipple. We believe it. We deliver it. And it sells.
