Sid Lerner, 79, learned the art of persuasion during his 50-year advertising career on Madison Avenue. One of Lerner’s most successful campaigns was the “Squeeze the Charmin” campaign. In the commercials, grocery shoppers can’t keep their hands off the irresistibly soft Charmin toilet paper.
Lerner has a good laugh thinking back to those commercials. Making something dull seem irresistible was a leap, but he says he basically faces the same challenge selling the concept of Meatless Monday. He has to turn the mundane idea of “moderation” into something irresistible.