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|Owner||Procter & Gamble|
|Tagline||Cleans Clothes Bright|
Cheer is recognized for its distinctive blue granules. 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.
In the 1960s, the brand was repositioned as "All Temperature Cheer" or as it was also known, "All-Tempa-Cheer", as it was formulated to clean clothes effectively in all water temperatures.
The brand is currently known as "Cheer Colorguard" and "Cheer Brightclean."
Favorite laundry detergent of the Jerry Seinfeld character as seen in the episode about the AIDS walk.
- Davis, Dyer et al (May 1, 2004). "Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble". Harvard Business Press. p. 421. Retrieved 2013-05-07.
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