P&G launches Charmin ‘out of home’ product line

Procter & Gamble (P&G) is to extend its Charmin brand with the launch of Charmin To Go toilet tissues and Charmin To Go toilet seat covers. The two products, which will be launched in the US in March, have been designed to fit in a purse or a pocket for “away from home” use.

There are plans to launch Charmin To Go in European markets as well.

A US spokeswoman for P&G says: “At this moment Charmin To Go is a North American initiative only. However, we have not ruled out expanding into Europe in future.”

Charmin marketing director Laston Charriez adds: “These products give our consumers options when away from home and allow them to experience the Charmin comfortably clean feeling while on the go.”

In the UK, Charmin Ultra carries fewer sheets per roll than any other major brand. The rolls were recently cut from 192 sheets to 180 per roll (MW December 6).

Charmin, which was launched in the UK in February 2000 with a &£27m advertising budget, has been making headlines ever since it agreed to modify the strength of its toilet roll after fears that it would block pipes (MW May 11, 2000).