Ivan Levinson

Ivan Levinson
How to Add Humanity to Your Marketing Materials

Remember Mister Whipple? He was that old guy in the toilet paper commercial who kept telling people not to squeeze the Charmin. Mister Whipple was one of the most successful “continuing characters” in the history of advertising. Thanks to the “Please, don’t squeeze the Charmin” campaign, the brand became the category leader and made Proctor & Gamble a ton of money. (Factoid: In a 1978 poll, Mister Whipple was named the third best-known American behind former President Nixon and Reverend Billy Graham!) Let’s take a look at what Mister Whipple did for the brand and learn a bit about what he can teach