Who wrote the famous Charmin tagline?

In the wake of Mr. Whipple’s death, a dirty squabble has erupted over who wrote the line “Please don’t squeeze the Charmin.” A pair of former Benton & Bowles scribes, Norman Schaut and John Chervokas, both claim to have penned the line in the early 1960s, perhaps while on leave from the Project Mercury program. By which I mean: This ain’t rocket science, gentlemen. And since I have no claim to fame whatsoever (beyond some traffic violations and a really nice Arrow shirt I snagged at T.J.’s),