• November 5, 2009

Procter & Gamble is launching a new campaign for Cheer soap, "Brighten Bay," that lampoons soap operas. The campaign includes a new ad featuring real-life soap star Cameron Mathison, of ABC's "All My Children."

The brands' first major campaign since the introduction of "The Laundress" in 2007, sets story lines and Webisodes in fictive Brighten Bay. Characters include Nurse Nancy, Sandy, David and Dr. Dan, the hero played by Mathison. The campaign will be supported by www.BrightenBay.com, where viewers can join the community and follow plot developments. The site also has sweepstakes, soap opera trivia, and other games and activities. The company is also supporting with a "Brighten Bay" Facebook fan page and YouTube channel.

A "Sparkle Like a Star" Sweepstakes dangles a trip for two to Los Angeles, where the winner and friend gets first-class accommodations, spa treatments and lunch with Mathison. --Karl Greenberg