Ends Washday Blues
“I advise you to try
Procter & Gamble’s New Blue Cheer.”
Lincoln, Me. (DG)—
The creation of Tide began a new era in
washing the laundry. Its overwhelming popularity meant the rival soapmakers had
to come up with some drastic changes in their laundry soap products. In an
attempt to keep pace or even surpass Tide (good luck), the
competition either converted their former soap brands to detergent or created
their own new brands of detergent. The result was an avalanche of new detergent
products for the consumer to choose from.
Now that Tide got the ball rolling, who was
going to create the next trend-setting detergent and what was the trend-setting
product? Once again, the company was Procter & Gamble, and the
next trend-setting product was sold in a dark blue box with Cheer
printed in bold white letters.
it first came out, Cheer was known as “Procter & Gamble’s
latest--- and most exciting washday discovery in more than 100 years.” It
was specially made for “Tough-Job Washing.” While other soaps and
detergents displayed lack of interest in cleaning the exceptionally dirty,
greasy, and grimy clothes--- Cheer thrived on it. From greasy
overalls to grimy shirt collars and cuffs, Cheer’s extra power
easily washed away the dirt and grease from clothes. When the washing was done,
there wasn’t a single trace of dirt, grease, or other forms of disgusting gunk.
White clothes were whiter and colored clothes were brighter.
The original Cheer was a very impressive
washday product, and it was the most exciting laundry product in more than a
century--- but could it be even better? Yes, it could! The next trend-setting
washday product gave way to the next-next trend-setting product, which was
Cheer once again, but with a totally new detergent formula. Radio
listeners heard Tommy Bartlett describe the colorful New Cheer on
his WELCOME TRAVELERS program on NBC Radio.
off the bat, the Cheer user noticed something odd when the box was
opened. Instead of the traditional and uneventful white granules, there were
light blue granules inside the Cheer box. They were very pretty
to look at and admire, but there was a definite reason why they were blue. Each
granule was blue, because “Blue Cheer” (the product’s nickname)
was the only washday product to contain the “Blue Magic Whitener.”
Instead of adding separate bluing to the wash, Blue Cheer already
had it in its detergent formula. In the wash, each granule exploded into rich
white suds that stayed around to clean away the toughest dirt from the laundry.
In the process, Blue Cheer also performed the bluing. When the
washing was done, white clothes were whiter and the colors were brighter. The
best news of all--- Blue Cheer did it all by its
little lonesome. Bluing, bleach, elbow grease, and swearing weren’t necessary.
Although it was the modern washday product of 1953 (the
year of the enclosed commercial), Blue Cheer wasn’t fussy how it
was used. Of course, it was tailor made for the modern automatic washers of the
era. For those people who owned the conventional wringer washing machines, they
also discovered Blue Cheer provided the same white and bright
For owners of wringer washing machines, Blue Cheer
had another noticeable advantage that had absolutely nothing to do the laundry.
During a typical washing with a wringer washing machine, the user had to put
his/her hands into the wash water to remove the clothes and place them through
the wringer. Since there was usually more than one piece of laundry in the
washing, the hands were constantly exposed to the wash water. When the washing
was done, Blue Cheer users noticed a big difference not only in
how the laundry looked, but also how their hands looked and felt. Unlike other
detergents or soaps that weren’t particularly nice to the skin, Blue Cheer
was gentle to the hands even with constant contact with the wash water.
Since Blue Cheer gave hands the proper
respect they deserved, it was also used for another exciting(?) household chore
known as dishwashing. Cheer’s “Blue Magic” suds
practically washed the dishes by itself with minimal help from a typical human.
When the dishes were washed, the dishwashing technician just placed them in the
strainer to dry. Without the slightest form of wiping, the dishes were all
“Sparkle Dry.” All was needed was to put the dishes away.
Luckily, products don’t suffer from stress or high blood
pressure, because there was a little pressure placed on Blue Cheer
to perform at its full potential. In his commercial presentation, Bartlett
stated Blue Cheer guaranteed the cleanest, whitest wash possible
or the user received double their money back. With that bold statement,
Blue Cheer had to be good stuff!
As if Tide
was bad enough, the sudden popularity of Blue Cheer gave
Procter & Gamble an almost unbeatable “1-2 Punch” in the
sales of washday products. Once again, it was catch-up time for the