P&G Creates Soap Opera Campaign For Cheer

2009-11-05 | 07:01

First major promotion for the brand since 2007.

In a move that harkens back to the beginning of the soap opera genre, P&G has launched Brighten Bay, a new Cheer campaign inspired by daytime dramas that includes a new ad featuring real-life soap star Cameron Mathison of ABC's “All My Children.”

The brand’s first major campaign since 2007, Brighten Bay is being billed as 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 fictional community with on-going drama between its neighbors, including Nurse Nancy, Sandy and David (Mathison), the hero of Brighten Bay.

The campaign will be supported by an interactive website www.BrightenBay.com, where viewers can join the community and have access to the "Sparkle Like a Star" sweepstakes, soap opera trivia and other games and activities featured on the Brighten Bay Facebook fan page and the Brighten Bay YouTube channel.

According to P&G, the campaign celebrates Cheer’s ability to provide sparkling bright clothes at a new, lower price point.