Cheer(R) Offers a Walk-On Role on As The World Turns With the Launch of 'Brighten Bay Idol'

Cheer's Popular Soap Opera Campaign Searches for the Next Bright Star with Talent Contest

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Jan 20, 2010, 06:00 ET

CINCINNATI, Jan. 20 /PRNewswire-FirstCall/ -- The Procter & Gamble Company (NYSE: PG) announced today the launch of Brighten Bay Idol, an online talent search for the next bight star*. The sweepstakes, which kicks off today, invites consumers to log on to BrightenBay.com to see if they have what it takes to be a bright spot in a dingy world! Participants have until March 2 to upload their own 'Idol' acting audition video clips for the chance to win a walk-on role on the popular CBS soap series, As the World Turns.

Visitors to BrightenBay.com will be able to play a role in selecting the ultimate winner, by voting for their favorite video starting March 10.

With the recent news that As the World Turns will be ending its longtime run in September 2010, fans of the soap and Brighten Bay Idol contestants have an exceptionally unique opportunity to become part of soap history and join the cast for a scene during their last season on the air in August 2010.

Additionally, the winner will win a trip to New York City and the opportunity to have professional photos taken of them to help build their portfolio, as well as participate in an exclusive, behind-the scenes tour of the As The World Turns set. The tour will be captured on film with photos and video being posted on BrightenBay.com and the Brighten Bay and As the World Turns Facebook fan pages.

The contest is part of the Brighten Bay Cheer soap campaign that kicked-off in November and has been brightening laundry routines at an affordable price all across the country. The campaign, which was inspired by daytime dramas, celebrates Cheer's commitment to provide consumers with sparkling bright clothes, and now at a lower price point.**

The campaign features storylines and webisodes set in Brighten Bay, a colorful community with on-going drama between its neighbors. It is supported by an interactive website, www.BrightenBay.com; where visitors have access to sweepstakes, soap opera trivia, and other games and activities featured on the Brighten Bay Facebook® fan page and the Brighten Bay YouTube® channel.(i)

"We are excited to kick-off the second phase of the Brighten Bay campaign," said Alberto Huerta, Cheer Associate Marketing Director. "Brighten Bay's Idol sweepstakes is a fun, feel good contest which allows us to engage with our audience in a meaningful way – and it also allows them to further connect with each other. We strive to create opportunities for people to 'shine' – particularly through sparkling bright clothing our product provides – and now with the opportunity to be a part of history during the final season of the beloved soap opera, As the World Turns. "

To learn more about Cheer and Brighten Bay, visit www.Cheer.com and www.BrightenBay.com for additional information.

* NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. LEGAL RESIDENTS OF THE 50 UNITED STATES (D.C.), EXCLUDING RESIDENTS OF MAINE, 18 YEARS AND OLDER OR THE AGE OF MAJORITY IN THEIR STATE OF RESIDENCE (WHICHEVER IS GREATER) AND who did not purchase any equipment for purposes of entering the PROMOTION. VOID IN MAINE AND WHERE PROHIBITED. Enter Contest by: 3/2/10. Sweepstakes ends: 4/13/10. For Official Rules, prize descriptions and odds disclosure, visit http://cheer.promo.eprize.com/brightenbay. Sponsor: The Procter & Gamble Distributing LLC, 1 Procter and Gamble Plaza, Cincinnati, OH 45202.

**Based on manufacturer's suggested retail price.

About Cheer®

Cheer® laundry detergent is a trusted brand that provides outstanding whiteness and brightening. The Cheer brightCLEAN™ formula gets clothes sparkling bright, fighting "the dingies" in just one wash. Cheer brightCLEAN™ detergent offerings include: Fresh Clean Scent, Free and Gentle®, Cheer brightCLEAN™ For Darks, Cheer brightCLEAN™ Bleach Alternative and Bounce® Fresh Linen Scent. For more information, visit www.Cheer.com.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

(i) Facebook® is a registered trademark of Facebook Inc.; YouTube® is a registered trademark of Google Inc.

SOURCE Procter & Gamble