CLIENT
Procter & Gamble
David Miller, Associate Brand Director
Felix Olmo, Brand Manager
Carolina Raineau, Associate Brand Manager
AGENCY
Pablo Miro, VP, Account Director
Elizabeth Papasakelariou, Account Supervisor
Lucille Gratacos, Account Executive
Enrique Marquez, VP, Strategic Planner
Maria Bernal, Associate Creative Director
Jose Funegra, Associate Creative Director
Carat
Alejandro Clabiorne, VP, Communications Planning Director
Tapestry
The Integer Group
SUMMARY
Charmin Bathroom Tissue needed to sell a premium brand to a value oriented consumer. Quality of paper in Latin America is low; therefore consumers have low expectations. Consumers thought, what they were currently using was good. They did not see a reason to spend more money. Because of the poor quality of paper, people needed to overcompensate by using big quantities of paper from our competition. They were doing "the big pull." We wanted to make people realize how much paper they were using in every pull. We brought the competitor into the Charmin world by introducing a new character- Gaston, the beaver that used too much. The Charmin Bear taught Gaston his bad behavior and how to use less. Creative grew the Charmin total share 5%.
