The rebranding of toilet paper Charmin could be part of an elaborate revenge plot against Cushelle Stevens, the ex-girlfriend of marketing executive Phil Freeman.
The couple went through an acrimonious split in October last year, after Stevens confessed to an affair with a work colleague. Now it has emerged that Freeman may have engineered the reported £10 million relaunch of the brand as Cushelle to pay her back.
“Phil was really hurt by her betrayal,” a close friend told a national newspaper. “£10 million is a lot of money, but he feels it’ll be worth it if her name is forever associated with wiping arses.”
Freeman is a senior executive at SCA, the parent company of Cushelle. Asked to comment on the allegations, a spokesperson said, “There is no link between the brand migration of our leading toilet tissue and the personal life of any of our board members. We are very happy with the effectiveness of the campaign, which is engaging consumers and strengthening our market share.”
There were unconfirmed reports last night that Stevens intends to sue her former lover for compensation, with one friend confiding, “She says she’ll clean him out.”