Cheer is a laundry detergent sold in the United States and Canada. It is manufactured by Procter & Gamble.
History
Cheer was introduced in 1950,[1] and after a slight reformulation in 1952, was a highly successful follow up to P&G's Tide product from 1948 to 1949.
Cheer is recognized for its distinctive blue granules, which formerly gave it the nickname "Blue Cheer". The 1952 formula ("Blue-Magic Whitener") was designed to clean as well as perform bluing, which makes white clothing look whiter (this was traditionally a separate process). Magazine and television ads at the time proclaimed, "...washes clothes so clean, so white, you don't need bluing or bleach!" This was well known as a sponsor of I Love Lucy. Kinescopes exist of 1950s soap opera episodes with commercials for Cheer still intact, it being a sponsor of shows like The Brighter Day, As the World Turns & Another World all three shows were owned by P&G
In the 1960s, the brand was repositioned as "All Temperature Cheer" or as it was also known, "All-Tempa-Cheer", as it was said to be formulated to clean clothes effectively in all water temperatures.
As of July 2016, Cheer detergent is still being sold, albeit as a budget detergent.