Procter and Gamble is understood to have selected Jackie Cooper PR
from its agency roster for the UK launch of Charmin, the jumbo-sized
toilet roll brand which dominates the US market.
The agency was appointed after a pitch which is understood to have
included several agencies already working on P&G brands. The roster
includes Ketchum Life, Manning Selvage and Lee, GCI, Hill and Knowlton,
The Rowland Company, Bell Pottinger Good Relations, Red Rooster and
The win has increased Jackie Cooper’s hold on P&G business. The agency
already handles the consumer account for kitchen paper Bounty, which
launched in the UK earlier this year, and men’s fragrances Old Spice,
White Water and Boss.
The Charmin range of toilet paper, a direct rival to Kimberly-Clark
brand leader Andrex, is rumoured to appear in shops from the end of
January, backed by an estimated pounds 20 million promotional spend.
It is understood Charmin, a 500-sheet roll and more than double the
normal size, will be promoted to appeal to housewives who are fed up
with constantly changing toilet roll.
A spokesperson for P&G described rumours of Charmin’s UK launch as
purely speculative, and so refused to discuss any PR appointment. Agency
managing director Jackie Cooper was unavailable as PR Week went to
For UK PR, P&G uses its roster across five main business units - health
and beauty, cosmetics and fragrances, food and beverages, fabric and
homecare and paper.
All agencies report directly to Gary Cunningham, public affairs and