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The Procter & Gamble Company launched Brighten Bay – a new Cheer soap campaign that will brighten laundry routines at an affordable price. The campaign was inspired by daytime dramas and includes a new ad featuring real-life soap star Cameron Mathison, of ABC’s All My Children. .

Fans of soap operas across the country can log on to and watch the drama unfold in the Brighten Bay community. On the website, consumers can get the latest scoop from Brighten Bay, and they can even enter to win Cheer’s “Sparkle Like a Star” Sweepstakes, for a trip for two to Los Angeles. The winner will receive star treatment, including first class accommodations, spa treatments and lunch with Brighten Bay’s very own Dr. Dan, to discuss the campaign’s online community and how to add sparkle to their daily lives. The sweepstakes runs from November 3rd, 2009 thru December 11th, 2009 and no purchase is necessary to join. E

Enter to win at

“Daytime dramas have long been a guilty pleasure in America,” remarked Cameron Mathison. “What I love about Brighten Bay is that it’s a fun and clever campaign, but also – just like a real soap opera – it aims to connect with women and give them something to look forward to each day, helping to brighten up their routines. The campaign website,, allows people to delve deeper to learn all about the back stories in Brighten Bay, and even have a chance to fly out to LA to be treated like a star.”

Sparkling Bright at a New Lower Price

The campaign celebrates Cheer’s longstanding commitment to provide consumers with sparkling bright clothes – now at a new, lower price point. Like many daytime dramas, Cheer helps bring balance to laundry-doer’s lives by providing outstanding whitening and brightening. Now, the new lower price point also offers a great value, making consumers feel like they have a simple solution at their fingertips.

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