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Charmin (pronounced / ˆ ƒ rm ¨n/) is a brand-name of toilet paper manufactured by Procter Gamble. The Charmin name was first created in 1928 by the Hoberg Paper Company in Green Bay, Wisconsin. In 1950 Hoberg changed its name to Charmin Paper Company and continued to produce bath tissue, paper napkins, and other paper products. Procter Gamble (PG) acquired Charmin Paper Company in 1957, but sold the right to make and market the product in Europe (where it is now known as Cushelle) to SCA in 2008. Older American advertisements featured actor Dick Wilson, who played the fictional grocer Mr. George Whipple who told customers, “Please don’t squeeze the Charmin!” in more than 500 commercials between 1964 and 1985. The ‘Charmin Bear’ was introduced in 2000, reviving the White Cloud bears from an advertising model abandoned when White Cloud toilet paper line was re-branded ‘Charmin Ultra’ in 1993. The new animated advertising campaign was called “Call of Nature.” This coincided with the launch of Charmin in Canada. The Charmin bear is now mascot for Charmin Ultra Strong Charmin Ultra Soft.