Cheer (brand)
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Cheer is the name of a laundry detergent on the market in the United States and Canada. It is manufactured by Procter & Gamble.
It was introduced sometime around 1951, and after a slight reformulation in 1952, was a highly successful follow up to P&G's Tide product from 1948-49. [1]
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). One magazine ad proclaimed, "...washes clothes so clean, so white, you don't need bluing or bleach!"
Cheer, however reputed for making clothes look brighter, is not as effective on hard stains as many detergents.
In the 1960's 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. This is also a new Cheer for colors.
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