Rebranding Charmin: A case study in semiotics

Rachel Lawes and Neil Blackburne

This paper describes the challenge faced by SCA Hygiene Products when it purchased the European rights to Charmin toilet tissue from Procter & Gamble.

Rebranding Charmin: A case study in semiotics

Rachel Lawes Lawes Consulting Ltd

Neil Blackburne SCA Hygiene Products

ABSTRACT

Rebranding Charmin describes the challenge faced by SCA Hygiene Products when it purchased the European rights to Charmin toilet tissue from Procter & Gamble. The conditions of sale included changing the brand name and stripping it of its mascot, which should have resulted in an initial decline in sales, not least because of the strong loyalty of Charmin's core customers. Semiotics helped SCA transform Charmin into Cushelle and exchange the bear for a koala, using sleight of hand that rendered...

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