Celebrating 50 Years of Croatia's First Bubble!
Charlie was launched during the significant social upheavals of the 1970s, marked by a massive wave of urbanization as hundreds of thousands of people flocked to cities in search of a better life. One of the symbols of easier city living was Charlie - the first domestic liquid detergent for dishwashing.
Charlie's most significant achievement was claiming the position of market leader in the former Yugoslavia region and creating a large number of loyal consumers. Over time, such success ensured that Charlie became synonymous with the category of dishwashing detergents, a prestigious title the brand still holds today. The refreshing property of lemon was highlighted as the foundation of the future brand described as "Charlie Lemon," from which the name "Charlie" was derived.
Thanks to high-quality standards and recognizable advertising since the 1970s, when Charlie depicted a man as a good host who equally participates in household chores, a high brand awareness was established. The jingle "where the lemon ripens, Charlie cleans today" engraved itself into the memory of all generations. Thus, the slogan "Charlie cleans today" remains unchanged to this day.
With dedicated efforts towards continuous product improvement, focusing on higher quality raw materials containing biodegradable coconut and corn-derived surfactants, with reduced allergen content, dermatologically tested, not tested on animals, and with a more favorable impact on people and the environment through formulations and packaging, we have also turned towards socially responsible campaigns. Among the successfully implemented campaigns, we highlight collaborations such as with the Croatian Breast Cancer Forum Europa Donna under the name "Charlie - Just for Her," aimed at further informing and raising awareness about breast cancer in the community, "Charlie My Best Friend" in collaboration with Animal Friends emphasizing and educating about the need and benefits of adopting abandoned animals. In collaboration with SOS Children's Village under the name "Happy Childhood," we focused on the challenges faced by children without appropriate parental care. This year, in collaboration with HAVK Mladost, we launched the campaign "I Can Do It Too" aimed at promoting the development of children and youth towards independence through involvement in sports and household activities, and mastering basic life skills.
Combined with a powerful emotional approach, tradition, continuous progress, and care for the environment and the community, Charlie provides its customers with more than enough reasons to trust.
Charlie has been present in the homes of Croatian citizens and the region for decades, and has become part of the Croatian identity. As it successfully adapts to new trends, its position is further consolidated with a sense of pride. It is evidence that people do not easily abandon good things.
Even today, after 50 years, Charlie remains the best-selling dishwashing detergent for manual dishwashing.