Cheer was introduced in 1950,[1] and after a slight reformulation in 1952, was a highly successful follow up to P&G's Tide product from 1948 to 1949.

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).

Magazine and television ads at the time proclaimed, "...washes clothes so clean, so white, you don't need bluing or bleach!"

Kinescopes exist of 1950s soap opera episodes with commercials for Cheer still intact, it being a sponsor of shows like The Brighter Day.

As "Blue Cheer", the brand also gave its name to a variety of LSD produced by San Francisco chemist Owsley Stanley, and the band Blue Cheer was most likely named after the variety of LSD.