P&G moots rebrand of Charmin Ultra

Procter & Gamble (P&G) is poised to rebrand its toilet roll brand, Charmin Ultra, as Charmin Comfort in the UK next year.

Procter & Gamble (P&G) is poised to rebrand its toilet roll brand, Charmin Ultra, as Charmin Comfort in the UK next year.

P&G will also slash the price of the product and reduce the number of sheets in each roll from 192 to 184. Industry insiders say the revamp is a bid to stem Charmin’s declining market share, and respond to a similar move by Kimberly-Clark with respect to its Andrex brand (MW June 28).

The P&G toilet brand is available as Charmin and Charmin Double-roll – a two-roll pack bundled into one. These will remain the same. The Charmin Ultra variant is the thicker of the three brands. A P&G spokeswoman says: “We cannot comment on any future initiatives.”

Charmin was launched in the UK in February last year with a &£27m ad campaign, through D’Arcy. P&G subsequently reduced the thickness of its sheets after industry fears that it could block the UK’s sewerage systems (MW March 23, 2000).

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