The Cheer laundry detergent brand is hoping to seep into the American psyche with a new campaign that plays on an endearing and longtime form of escapism and relaxation, the soap opera.

Loyal viewers often see themselves and their lives playing out before them in the long-winded tales. They can relate to the various melodramas of heartbreak over a failed marriage, the shock of stumbling upon an unfaithful spouse and the ongoing saga of catty women.

There are about 18.5 million people who watch the Top 7 soaps on any given day and Cheer has research that indicates its core customers are among those daytime drama fans. So because of that connection—and the huge audience—it seems a perfect fit that Cheer should launch a campaign that centers on just that, an online soap opera titled, “Brighten Bay.”

To bolster its decision to run the campaign, Cheer sister brand Daz, marketed in Western Europe, did some work around soaps several years ago that proved to help build the business. Cheer could use a booster shot. Sales have slowed. In 2008, Cheer had $120 million in sales. As of Nov. 1, 2009 sales were $92.2 million, according to Information Resources Inc.

There is also a family connection. Soap manufacturing companies like Procter & Gamble, the maker of Cheer, were some of the first companies to sponsor soap operas when they began airing on the radio in the 1930s, hence the reference to ‘soap’.

Brighten Bay is the quintessential soap community set in, where else, Brighten Bay. Its cast of characters includes real-life soap star Cameron Mathison of ABC’s “All My Children” who plays Dr. Dan, a dashing doctor whose white medical coat sparkles like a Swarovski diamond.

The sparkling is even more obvious when he sits next to Dingy David, the boyfriend du jour of Sandy, whose white shirt looks, well, dingy. Sandy who awakens from a coma in the premiere episode at http://www.BrightenBay.com must decide between Dr. Dan or Dingy David.

In addition to amusingly exaggerating the brightening benefits of Cheer, central to the campaign theme is the message that Procter & Gamble recently announced that it has reduced the price of Cheer by 13% and is now marketing it as a bargain brand.

“The Webisode will help [the shopper] understand what the benefits are about and make her feel like she’s getting a better value that she’s a smart shopper,” Carrie Costello, the Cheer brand manager, told me.

Consumers learn about Brighten Bay through a national TV spot that started running Nov. 5 and set the stage for the drama. The ads run through April and are supported by P-O-P materials, banner ads and public relations.

To see whether or not this all works, the brand uses a proprietary modeling program to determine the return on each element,” Costello says.

Visitors to the site can catch the latest updates on the storylines and Webisodes and enter the Cheer’s “Sparkle Like a Star” sweepstakes for a chance to win a trip for two to Los Angeles that includes spa treatments and lunch with Dr. Dan. The sweeps ends Dec. 11. Also at the site, people will find soap opera trivia and other games and activities are featured on the Brighten Bay Facebook page and its YouTube Channel.

Cheer plans to keep the drama coming. It has created enough episodes to last through April to titillate its visitors. So, will Brighten Bay be the next “General Hospital”? Stay tuned.

The Cheer laundry detergent brand is hoping to seep into the American psyche with a new campaign that plays on an endearing and longtime form of escapism and relaxation, the soap opera.

Loyal viewers often see themselves and their lives playing out before them in the long-winded tales. They can relate to the various melodramas of heartbreak over a failed marriage, the shock of stumbling upon an unfaithful spouse and the ongoing saga of catty women.

There are about 18.5 million people who watch the Top 7 soaps on any given day and Cheer has research that indicates its core customers are among those daytime drama fans. So because of that connection—and the huge audience—it seems a perfect fit that Cheer should launch a campaign that centers on just that, an online soap opera titled, “Brighten Bay.”

To bolster its decision to run the campaign, Cheer sister brand Daz, marketed in Western Europe, did some work around soaps several years ago that proved to help build the business. Cheer could use a booster shot. Sales have slowed. In 2008, Cheer had $120 million in sales. As of Nov. 1, 2009 sales were $92.2 million, according to Information Resources Inc.

There is also a family connection. Soap manufacturing companies like Procter & Gamble, the maker of Cheer, were some of the first companies to sponsor soap operas when they began airing on the radio in the 1930s, hence the reference to ‘soap’.

Brighten Bay is the quintessential soap community set in, where else, Brighten Bay. Its cast of characters includes real-life soap star Cameron Mathison of ABC’s “All My Children” who plays Dr. Dan, a dashing doctor whose white medical coat sparkles like a Swarovski diamond.

The sparkling is even more obvious when he sits next to Dingy David, the boyfriend du jour of Sandy, whose white shirt looks, well, dingy. Sandy who awakens from a coma in the premiere episode at http://www.BrightenBay.com must decide between Dr. Dan or Dingy David.

In addition to amusingly exaggerating the brightening benefits of Cheer, central to the campaign theme is the message that Procter & Gamble recently announced that it has reduced the price of Cheer by 13% and is now marketing it as a bargain brand.

“The Webisode will help [the shopper] understand what the benefits are about and make her feel like she’s getting a better value that she’s a smart shopper,” Carrie Costello, the Cheer brand manager, told me.

Consumers learn about Brighten Bay through a national TV spot that started running Nov. 5 and set the stage for the drama. The ads run through April and are supported by P-O-P materials, banner ads and public relations.

To see whether or not this all works, the brand uses a proprietary modeling program to determine the return on each element,” Costello says.

Visitors to the site can catch the latest updates on the storylines and Webisodes and enter the Cheer’s “Sparkle Like a Star” sweepstakes for a chance to win a trip for two to Los Angeles that includes spa treatments and lunch with Dr. Dan. The sweeps ends Dec. 11. Also at the site, people will find soap opera trivia and other games and activities are featured on the Brighten Bay Facebook page and its YouTube Channel.

Cheer plans to keep the drama coming. It has created enough episodes to last through April to titillate its visitors. So, will Brighten Bay be the next “General Hospital”? Stay tuned.