Cheer's Slogans & Taglines

Cheer is a laundry detergent brand introduced in 1950 by Procter & Gamble in the United States, originally launched to compete with Tide by positioning itself as making clothes whiter than white. While Tide was marketed as the brand that makes clothes white, Cheer carved out its identity through superior brightening performance and colour-safe technology. Core offerings span liquid and powder detergents formulated for all water temperatures, including the iconic All Temperature Cheer line, alongside colour-guard and stain-fighting variants. Brand messaging has evolved from the foundational promise of exceptional whiteness to the platform Cleans Clothes Bright, and more recently to campaigns celebrating colour and vibrancy such as We dig colour, reflecting a shift from pure whitening to comprehensive fabric care. Today, Cheer remains a trusted name in laundry care across the United States and Canada, serving consumers seeking reliable brightening and colour protection for their everyday wash.