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NEW YORK – Continuing its strategy of folding weaker brands into power brands, Procter & Gamble will drop the 35-year-old White Cloud bathroom tissue brand in favor of the newer Charmin Ultra. D’Arcy Masius Benton & Bowles/N.Y., AOR for Charmin, will handle Charmin Ultra while Leo Burnett/Chicago will lose the $7 million White Cloud account. Previously, the big client folded its Puritan Oil line of cooking oils into Crisco Oil and shuttered its Citrus Hill orange juice operation.
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