Sunday, June 22, 2003

What's the buzz?

P&G pitches book for Brit kids

Buyers of Charmin toilet tissue in England can now find another way to connect with the Procter & Gamble Co. product - buying a children's book featuring "Charmin the Bear."

U.S. consumers no doubt are familiar with the bear, which has been running in animated commercials here for years. But even though P&G would like to find other uses for the bear, there are no plans to market the books here, a P&G spokeswoman said.

According to reports from the Guardian newspaper, the first book uses the phrase "soft and comfortable" nine times. P&G has taken some shots from a feisty British press accusing it of manipulating children.

P&G said the book was part of a charitable program for children's causes, and that proceeds would be used only to cover publishing costs.

Cliff Peale

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