Cleveland PR Newswire

Press releases from Ohio companies

Cheer(R) Launches New Soap Opera Campaign Featuring All My Children's Cameron Mathison

Cheer's New Interactive Campaign Offers Women the Chance to 'Sparkle Like a
                      Star' Through Online Sweepstakes

    CINCINNATI, Nov. 5, 2009 /PRNewswire-FirstCall/ -- The Procter & Gamble
Company (NYSE: PG) today 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. The brands' first
major campaign since the introduction of "The Laundress" in 2007, Brighten
Bay is a fun and quirky vehicle which, like soap operas, 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, http://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.
(1)

    Sparkle Like a Star in Brighten Bay with Cameron Mathison

    Fans of soap operas across the country can log on to
http://www.BrightenBay.com 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. Consumers can enter and see official rules
at http://www.brightenbay.com.

    "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,
BrightenBay.com, 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.

    "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."

    To learn more about Cheer and Brighten Bay, visit http://www.Cheer.com and
http://www.BrightenBay.com for additional information.

    *Based on manufacturer's suggested retail price.

    About Cheer®

    Cheer® laundry detergent is a trusted brand that provides outstanding
whiteness and brightening. The Cheer brightCLEAN(TM) formula gets clothes
sparkling bright, fighting "the dingies" in just one wash. Cheer
brightCLEAN(TM) detergent offerings include: Fresh Clean Scent, Free and
Gentle®, Cheer brightCLEAN(TM) For Darks, Cheer brightCLEAN(TM) Bleach
Alternative and Bounce® Fresh Linen Scent. For more information, visit
http://www.Cheer.com.

    About Procter & Gamble (NYSE: PG)

    Three billion times a day, P&G brands touch the lives of people around
the world. The company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®,
Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®,
Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head &
Shoulders®, Wella®, Gillette®, Braun® and Gain®. The P&G community consists
of over 135,000 employees working in over 80 countries worldwide. Please
visit http://www.pg.com for the latest news and in-depth information about
P&G and its brands.

    About Cameron Mathison

    Cameron Mathison is a Daytime Emmy® nominee and Soap Opera Digest Award
Winning actor. He joined the cast of All My Children in January 1999 as
Ryan Lavery. After leaving the show for a year, he returned in 2003 to
reprise this fan-favorite role. In September 2007, Mathison joined the cast
of ABC's Dancing with the Stars. He currently serves as a correspondent for
Good Morning America on ABC.

    (1) Facebook® is a registered trademark of Facebook Inc.; YouTube® is a
registered trademark of Google Inc.



    For more information, please contact:

    DeVries Public Relations
    Jillian Kwolek
    646-253-0235/jkwolek@devries-pr.com

    P&G
    Christina Saunders
    513-983-7987/saunders.c.2@pg.com