P&G gives Jackie Cooper Charmin launch account

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.

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

Astrid Sutton.



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

press.



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

media director.



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