 It was introduced in 1950, 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, which formerly gave it the nickname "Blue Cheer".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).