It was introduced sometime around 1951, and after a slight reformulation in 1952, was a highly successful follow up to P&G's Tide product from 1948-49.
Cheer is recognized for its distinctive blue granules. The 1952 formula ("Blue-Magic Whitener") was designed to clean as well as perform bluing, which makes white clothing look whiter (this was traditionally a separate process). One magazine ad proclaimed, "...washes clothes so clean, so white, you don't need bluing or bleach!"
In the 1960s, the brand was repositioned as "All Temperature Cheer" or as it was also known, "All-Tempa-Cheer", as it was formulated to clean clothes effectively in all water temperatures.
The brand is currently known as "Cheer Colorguard" and "Cheer Brightclean."