Wednesday October 27thHousehold Category

I always thought Cheer was an interesting name for a laundry detergent. Why Cheer, you know?  But I guess the crew at Proctor and Gamble know what they’re doing since it’s been around I think since the 60’s.

The box on the left is from a 1980 ad.  It’s kind of a bold design that really highlights the name of the product.  The design of the flat tri-colored “waves” I guess suggests the three temperatures:  “Hot, Warm and Cold” that this detergent states it can accommodate at the bottom of the box.
As part of the title text the words, “All Temperature” are placed prominently above the title. They really want to let you know you can use this stuff in any degree of water.
The color scheme for the whole box is kind of…cheery.  It’s not too light but uses vivid colors that make it noticable and  ”solid”.

The new box is much lighter and brighter.  The title text is beveled and has an outer glow.  the waves have been replaced by leaves or sprouts or whatever they are. They do slightly resemble the waves on the old box but there are 4 colors and only the red and green are the same as on the old box.  There is no mention of the detergent’s capability in any temperature of water but it does have a Fresh Clean Scent.  Also, the title, logo and almost all information is inside a big water drop.  I guess it looks a little more action packed but it also looks like it could just be a box of air.  The old box looks more substantial and I’d trust it to actually have soap in it.

Cheer: Old or New?

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  1. Mel
    October 27, 2010

    Ah, that Cheer box – one of the indelible icons of my youth. I’m sure that’s why I voted for the old logo – the new one is just a little too kawaii for me. :D

  2. Annette
    October 28, 2010

    The newer Cheer box is obnoxious to me. But it could be that I just don’t like beveled, shiny letters. Also what does “brightCLEAN” mean?

  3. Kym Frasier
    January 7, 2011

    Ad execs need to realize that you don’t always need to update your packaging to stay competitive. Changing your box is akin to plastic surgery: one false move will make you lose identity like a Jennifer Grey nose job.

    Most re-designs actually make you blend-in instead of stand-out. By staying the same you retain the time honored, ingrained-in-memory image of the package instead of making the consumer relearn your product all over again.

    This cheer box is devastating. I have no idea who or what that product is anymore.

    December 28, 2019

    As a kid of the ’70s, I remember Cheer being the ‘All Temperature’ (or as some ads proclaimed, ‘All Temper-Cheer’) laundry detergent. I guess that’s no longer an important selling point. Also, I love the bold font and colours of the old box. It easily stood out in a sea of competitors. The new box design falls flat and is a huge disappointment, to put it mildly.

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