Cheer launches new ad campaign with Web series

CINCINNATI A Procter & Gamble laundry detergent is getting its own soap-- soap opera, that is.

This week, P&G launched "Brighten Bay," a new Cheer soap campaign that will brighten laundry routines at an affordable price. The campaign, inspired by daytime dramas, includes a new ad featuring real-life soap star Cameron Mathison, of ABC's "All My Children." The brands' first major campaign since the introduction of "The Laundress" in 2007, "Brighten Bay" brings to life all the excitement of the day-to-day happenings in a small community.

The campaign features storylines and Webisodes set in Brighten Bay, a colorful community with on-going drama between its neighbors, including: Nurse Nancy, Sandy, David and the hero of Brighten Bay, Dr. Dan, played by soap opera star Cameron Mathison. Viewers will tune in to watch the drama unfold as Dr. Dan goes head-to-head with David in battles involving love, lies and heartbreak. The campaign will be supported by a robust interactive Web site, www.BrightenBay.com, where viewers can join the community and follow along closely as the plot thickens surrounding Dr. Dan, the bright spot in a dirty world. Visitors to the site will also have access to sweepstakes, soap opera trivia, and other games and activities featured on the Brighten Bay Facebook fan page and the Brighten Bay YouTube channel.

In line with the new Web series, Cheer is launching a sweepstakes called "Sparkle Like a Star" through Dec. 11. 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. Consumers can enter and see official rules at www.brightenbay.com.

"The new Brighten Bay soap opera campaign for Cheer was a natural next step for the brand," said Carrie Costello, Cheer brand manager. "We wanted to hone in on the relationship with our consumer and connect with her on an emotional level. The campaign is a clever way to brighten up her routine while the new price point provides her with a product that cleans clothes sparkling bright at a great value."